Japanese carmaker Toyota had brought in music maestro AR Rahman as its brand ambassador for its India specific car Etios. The Toyota Etios is expected to be launched in India in December.
Toyota is counting heavily on the success of Etios, which would be its first major volume product in India. “As a Japanese carmaker we want to establish an instant connect between Etios’ values and the Indian masses, so AR Rahman was the perfect fit to synergise with the brand,” Sandeep Singh, deputy MD (marketing) Toyota Kirloskar Motor said.
The marketing campaigns for the Etios with Rahman are scheduled to begin next month. The two-time Oscar award winner musician would also create new themes for the car in the multi-media campaigns.
Toyota Etios would be launched in both hatchback and the bigger sedan version. The car has been specifically developed for the Indian market and the company is investing 3,200 crore at its second plant in Bangalore for the new car.
Toyota’s Bangalore-based subsidiary Toyota Kirloskar Motors plans to sell 70,000 units of Etios in the first year and is eyeing about 10% market share of the Indian car segment by 2015.