Toyota turns to Dentsu Communications to handle ad duties of its small car

Toyota has big plans in store for its small car project. Toyota has zeroed on Dentsu Communications to handle the advertisements for Toyota’s small car which will be soon launched in India.

It has been roughly estimated that the volume and the size of the business is in the vicinity of Rs 100 crore. Dentsu, along with this responsibility, will also be looking at the advertising duties of Toyota Prius, which is pitched as a green car and is launching next month.

Toyota’s advertisements belonging to the passenger car segment will be handled by Dentsu while PerceptH will be handling the advertisement duties of the SUV and the MUV categories.

The other cars belonging to Toyota stable in India include Camry and Corolla Altis in the passenger car segment and Innova, Prado, New Land Cruiser and Fortuner comprising SUV and MUV.

The entry of Toyota into the small car business is considered significant, as it is moving towards a more mass market. The advertising blitzkrieg by car giants entering India, including Volkswagen, in the recent times explains Toyota’s needs to keep the ad size significant. The marketing activity is slated to begin soon.