Jeep
There is only one
Jeep was one the first major brands I got to lead my own team on. When we won the business back in 2016, Jeep was just gearing up to launch in India. Though the brand had a strong fan following among the Indian elites, the masses associated the name ‘Jeep’ with any and every SUV out there on the road. Over the years, Indian brands had saturated the market with vehicles that borrowed from Jeep’s iconic designs. Some even went as far as naming their variants ‘Jeep’.
Our launch campaign aimed at restoring the authenticity of the Jeep Brand, by playing on the brand’s legacy and its vehicles’ superior build quality.
We positioned the brand as a statement of the unique lives our fans liked living, and told them that THERE’S ONLY ONE brand that matches their personality.
In-stores, we focused of building the four pillars of the Jeep brand.
Lead the way
Then, towards the beginning of 2017 we launched the Jeep Compass in India. The first Jeep to be manufactured in the country, its capabilities and features outshined many vehicles even from a higher price bracket.
Our campaign pitched the Jeep Compass to those who were driving success, getting things done; those who believed that they were the masters of their own destiny. We urged them to LEAD THE WAY with the Jeep Compass.
As enquiries started pouring in, we introduced the vehicle and its features in-detail through a video series titled Know Your Compass.
