Fiat was not part of the consideration set of people looking to buy a car nor was it a part of their social conversations. In September 2014, Fiat launched the Avventura, India's first Contemporary Urban Vehicle. This was the first new offering from Fiat, since its foray into the Indian automobile market in 2009.
Thus there was a lot riding on this car, to renew Fiat's image and make it a prominent player in India. However even with the launch of Avventura social conversations was negligible. The task was to turn this unfavorable situation around and get people to talk positively about the Fiat Avventura.