"Product differentiation is diminishing in the auto sector": Rahul Pansare, FCA India

FCA India's vice president of marketing, Rahul Pansare, on the marketing challenges facing the auto sector today. He also talks about the challenges of selling a car to a modern Indian consumer.

FCA India, manufacturer of SUV, Jeep Compass, recently added a new range of diesel variants in its line up. The Jeep Compass Diesel Automatic is positioned as ’Urban off-roader’. The latest TVC campaign, created by Leo Burnett India, has a black and white tone, backed by a retro Bollywood soundtrack and a neo-retro visual style. The campaign media mix includes TVC, OOH and a major digital push through OTT channels and other digital platforms.

Edited excerpts from a conversation with Pansare: