GM India to pump Rs 1 bn in marketing; bets big on digital

BANGALORE: Auto giant General Motors (GM) is planning to spend close to Rs 1 billion towards media promotions for the Indian subcontinent.

The company aims to earmark 10 per cent of this towards online digital medium and mobile promotions, says GM India director of marketing Gaurav Gupta.
GM India will spend around Rs 65 million over a four-week television campaign for its D segment Chevrolet Cruze Automatic (Cruze AT), which GM India launched in Bangalore today. The company has booked around 300-400 spots per day on news and business channels and some general entertainment channels, inform company sources.

General Motors is targeting the young Indian male for Cruze AT and has also planned a viral online campaign with two audio visuals. It is also looking at working with portals and verticals such as,, and yahoo as part of its marketing initiative.
“We want our print ads to focus on our products, that’s why unlike others, our print ads are clean and crisp and carry a picture of the product and very little text or other decorations,” said Gupta while informing that print ads for the Cruze AT will be released shortly.

All the three audio visuals, one TVC and the online viral audio visuals have been created by W+K. Media buying is done by Madison.
Over the past two years, the company has ramped up the number of its dealerships from 100 to 203. Now, it plans to up this number to 300 by the end of this year. The company also plans to close this calendar year with more than double the number of its pre-owned car outlets under the brand name Chevrolet-OK to 70 from the current 33.

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