Aston Martin in India

The Aston Martin brand is known all over the world. Moreover, in 2011 iconic car marque has once again won the crown as the coolest brand in the UK. The company pipped computer giant Apple to the top spot for a second year running, according to the annual CoolBrands survey.

The core principles of Aston Martin are: heritage, uniqueness and the authentic craftsmanship. And the main values of the brand that are even used in the AM’s campaign are power, beauty and soul.

Thinking about promotion of legendary Aston Martin cars in Indian market, we should take into account an opinion of the Managing Director of Infinity Cars Private that sells Aston Martin cars in India.

He says: “The typical Indian luxury consumers are young businessmen who have been exposed to luxury brands through their overseas travel, education or gifting. The buyers are typically men often ranging between their late thirties and early forties with children in their late teens, these children are also said to enjoy their father’s car. Other Indian luxury customers span a variety of ages, some being in their early 20s and others in their late 60s/70s, these individuals often buy the cars merely for the thrill of owning them”.

In other words, the majority of individuals buying into Aston Martin brand at the moment are generally male entrepreneurs aged between 35 and 45. We can make a conclusion that our target audience (the Aston Martin buyers) are not typical Indians we imagine them. They all are well-educated with a variety of university degrees they’ve got abroad, having international businesses and traveling a lot.

Knowing this information and creating a campaign based on the country (India, Indians and national features) would be a big mistake.

This audience is aware of Aston Martin’s history and the value of the brand. So we shouldn’t forget about brands core values.

From the other hand, thinking about the audience, we can see two different worlds: East (where they come from) and West (where they got their foreign life experience), and our customers are between these worlds.

In my opinion, the campaign for Aston Martin in India should be based on the brand’s core values, such as: power, beauty and soul, with the connection of Eastern reality to appreciate customers’ country heritage. National colouring of India might be expressed in art direction (visual language).

Some examples:

“Meet the beauty and power of the West”

“Your childhood dream came true. Are you brave enough to drive James Bond’s car?”

“Power in every detail”.

Creating campaign for Aston Martin in India, we also should remember about the historical context. For instance, in 19^th century India has been a British colony for a long time and was known as “the jewel in the British crown”. We can use same meaning for the legendary British cars selling in India today:

“The jewel in the British crown. Aston Martin”.

“It’s Majesty, Aston Martin”