Carat Media Services, the first specialist media agency in the country, is part of the Dentsu Aegis Network - the fastest growing network in India. Carat currently handles premium brands like Microsoft, General Motors, Nokia, Philips, Reebok, Adidas, Muthoot Group, MasterCard and British Airways, to name a few. Carat’s biggest strength is its team’s ability to create Integrated Communication Plans across all media types, backed by some of the finest tools in the country, including CCS, a cutting-edge, research-based consumer analytics tool.
Chevrolet India was planning to launch the Trailblazer in the SUV category in India. Numerous hurdles were pre-empted, as the brand had low awareness in the country. A multimedia approach was planned, focusing on initiating consumer experiences while creating a niche for Chevrolet. Taking advantage of the e-commerce boom in the country, a first-ever integration with Amazon India was planned, in order to sell the Chevrolet Trailblazer. The campaign was a success, with 8 Chevrolet Trailblazers sold via Amazon India in just 5 days, while all 150 cars in the first lot were sold out within the first 45 days. The online buzz generated was phenomenal, with #Trailblazer trending organically across India during the launch. There was a hike in online traction, with a 400% increase in search volume during the launch. Apart from the online activity, the launch also saw over 176 PR generated articles.