Considering its recent duels with quality issues, Toyota needs to launch a ‘Q’ Promise campaign on a big scale. Toyota realizes that and a quality campaign has been launched in India. What Toyota does not realize is that the country that deserves its quality promise first and foremost is the US. Nevertheless, it is a start, and a good one.
A few months back Toyota Kirloskar Motor had held the Toyota ‘Q’ World in Kolkata and the response was overwhelming. And now, the company has launched something that will overwhelm the Indian consumers. Toyota has launched its brand new corporate campaign Toyota ‘Q’ Promise in India. The campaign will run across the country, and you will see them on print, online and TV media.
The campaign is nothing but an extension of the company’s corporate message of Quality Revolution. It intends to reach out to and connect with the Indian masses, thus reinforcing Brand Toyota across consumer segments.
Commenting on the roll-out of the campaign, Mr Sandeep Singh, Deputy Managing Director (Marketing) TKM, said, “The Toyota ‘Q’ Promise campaign aims to build and sustain an emotional connects with Indians across states, languages and cultures.
In the run up to the launch of our new compact car Etios late this year, we’d like to reiterate our promise of Quality in all we do, be it our products, manufacturing systems, after-sales service, internal HR practices or CSR initiatives. The emphasis will be on using cultural insights and local languages to create a long term brand recall for Toyota, leveraging everyday relationships that involve trust and commitment.”
The Toyota ‘Q’ Promise is a holistic statement of the company’s intent and commitment to the Indian people. The promise encompasses five important aspects including Product and Manufacturing, Safety, Sales and Service, Trust, and Employee welfare and skill development. The common creative element that runs through the course of the entire campaign is a thread or ‘dhaaga’ – a symbol of Toyota’s commitment to every Indian. The thread is representative of Toyota’s ‘Customer First’ philosophy, which is at the core of all Toyota systems and products.
The campaign which starts from August will last October this year and it will end in an eight page insert in leading dailies across India.
Toyota Kirloskar Motors, which is jointly owned by Toyota (89%) and Kirloskar Group (11%), manufactures Corolla Altis, Innova and Fortuner in India. The company imports Camry, Prado, Land Cruiser and Prius are as CBUs.
