DaimlerChrysler woos Indian Americans for new car

Tuesday, 28 November 2006, 06:00 Hrs
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New York: Automobile major DaimlerChrysler is especially wooing the Indian American community in the U.S for its new 2007 Chrysler Sebring with advertisements on Asian cable channels including Zee TV. A new 30-second television commercial titled "Photo Album" promoting the all-new 2007 Chrysler Sebring, to be launched next year, went on air Monday. Apart from the Indian Americans it also targets the Chinese and Korean communities. The commercial is in three versions - in English using Indian American talent, in Mandarin using Chinese talent and in Korean using Korean talent. The commercial, based on the importance of family ties among the Asian American communities, is being aired on Zee TV and Zee Cinema, a DaimlerChrysler press release stated. A simultaneous print ad campaign promoting the car will run in Asian publications in the US, including ethnic Indian newspapers like India Abroad , the release stated. "In today's world, diverse markets require specific marketing strategies," said Dave Rooney, DaimlerChrysler's director for marketing and global communications. "Because our consumers are using an ever-expanding array of media, we are making a direct effort to reach out and communicate with them in venues they find most comfortable. This campaign for Asian American consumers does that in a very natural and respectful way," he said. Indian Americans comprise less than one percent of the US total population of around 300 million but are considered the most educated and affluent among all immigrant communities in the country.

Source: IANS
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