In conversation with Social Samosa, Rahul Pansare, CMO & Head of PR - FCA India Automobiles, shares interesting insights on the marketing trends in the automobile sector, Jeep India's latest campaign, and more.
Rahul Pansare comes with more than a decade of experience. Social Samosa caught up with him to understand industry trends and insight on the automobile sector.
In the context of marketing, Pansare shares that social media can’t be ignored. He elaborates that for Jeep India what has really worked is great content.
“The emotion for buying a car is strong when you are taking a test drive or considering a car. The purchase-decisions are very much emotionally driven. Content plays an important role in triggering the right emotions”, he shares.
Speaking on brands associating with causes, he elaborates that to trigger right emotions, brands need to associate themselves with a cause which resonates well with the brand core values. “It should not be done because you want to do something, you should do it if your brand values and cause resonate with each other,” Pansare quips.
Pansare points out that brands need to be authentic in their communication. “Customers are getting intelligent, you can’t fool them. You have to be authentic in whatever you are doing”.
Pondering over the newer digital trends in the industry, Pansare highlights that the content is taking shorter routes of communication with short format ads.
He further speaks about Jeep's recent campaign, ‘Under the Hood’, taking us through the campaign journey and how it worked for the brand.
See the entire interview below: