TKM Launches Toyota 'Q' Promise Corporate Campaign

By Denise Baptiste

Published: Monday, August 9, 2010, 9:48 [IST]

TKM (Toyota Kirloskar Motor) has announced the launch of its brand new corporate campaign Toyota 'Q' Promise. This is a corporate brand-building initiative by Toyota in India, which targets consumers across the country and will run on print, online and TV media. An extension of Toyota's corporate message of Quality Revolution, the campaign aims to reach out to and connect with the Indian masses, thus reinforcing Brand Toyota across consumer segments.

Mr Sandeep Singh, Deputy Managing Director (Marketing) TKM, commented that 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 Toyota's new compact car Etios late this year, Toyota would like to reiterate the promise of Quality in all of its 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.

'Q' Promise is a holistic message of Toyota's intent and commitment to our people and features five promises based on - Product and Manufacturing, Safety, Sales and Service, Trust, and Employee welfare and skill development.

The common creative theme that runs through the campaign is a thread or 'dhaaga' - a symbol of Toyota's commitment to every Indian. This thread is representative of Toyota's 'Customer First' philosophy, which is at the core of all Toyota systems and products. The duration of the campaign is from August to October 2010 and it will end in an eight page insert in leading dailies (newspapers) across India.

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Article Published On: Monday, August 9, 2010, 9:13 [IST]

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