Toyota begins Etios hype with AR Rehman

With the Indian auto industry climbing greater heights with every passing day, car makers venturing into new spaces have been consistently banking on star power to carry their brand through. While Indian car makers seem to have sidestepped the concept in recent times, it is the Japanese giants who seem to be taking a big liking to this idea. While Nissan roped in rising Bollywood star Ranbir Kapoor before entering the Indian hatchback space for the first time with the Micra, it is now Toyota’s turn to fortify its own forthcoming car, the Etios with some star appeal. For this, the Japanese carmaker has announced that acclaimed music composer AR Rehman will be the official brand ambassador for the brand, ready to hit the streets in December this year. Rehman will be a part of the brand’s promotion and marketing campaigns, and in all likelihood will put his mastery of music to work in order to create the Etios jingle as well.

At the announcement, Hiroshi Nakagawa, MD Toyota Kirloskar Motor remarked, "We are extremely happy to sign on Mr. Rehman as the brand ambassador for the Etios. There is a very strong connect between the product and its brand ambassador, with both being, 'Global', 'Innovative', 'Reliable', and a 'Class-above Quality'." While not all of us may be able to see this connect, very few can doubt the fan following of the Chennai-based composer, which spreads far and wide across the country, crossing the critical barrier of language that has confounded foreign brands in India for a while. Rehman's reach and influence works itself especially well in large cities where Toyota is sensing the biggest market for the Etios. Here’s hoping that the maestro affiliation is able to charm buyers towards the Etios, just the way his music does.