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Our Bureau

To convey the customer-oriented side of its business

Chennai , Dec. 13

Ashok Leyland will launch a corporate TV campaign next month to convey the customer-oriented side of its business.

The truck and bus manufacturing company has launched the campaign in print - the theme central to it is the passionate engineer of Ashok Leyland, a quirky professional whose interest in his work borders on the obsessive.

Speaking to Business Line, Mr Jayraj Rau, Senior Vice-President and General Manager, JWT, Chennai, says the campaign it designed aims to showcase the "pioneering spirit of Ashok Leyland to the relentless pursuit of excellence for the future and lay the foundation for the new products the company is all set to roll out.

Customer-oriented

"It has been through a lot of restructuring and re-engineering, it is making very healthy profits, and the market is now customer-oriented and not manufacturer-oriented, and for more than a decade, it has not projected itself through a corporate campaign as the management was keen on tightening its belt and sprucing up internally," he explained.

A perception survey by the Mumbai-based brand consultants, Vyas Giannetti Creative (VGC), and TNS Mode showed that while the company's products were regarded as reliable and durable, the `soft' aspects of the image were fuzzy.

All those involved with the campaign wondered whether to redesign the brand identity but dropped the idea as research showed that the logo enjoyed too much brand equity, so it has been contemporarised.

The print campaign has two product ads that talk about the company's products and achievements and three ads that celebrate its engineers passion - one, for instance, says, "Only an Ashok Leyland engineer will calculate the RPM of the ball when a `doosra' is bowled."

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