Riding on emotion: Is Eicher Trucks and Buses trying to do a Volvo USA?

Eicher Trucks and Buses is banking on its "relationships" to put out a strong message in a totally functional product category


A large chunk of the advertising in mundane, low-involvement categories tends to be just that... mundane and uninspiring. The only time a category like, say, trucks really made an effort to stand up and be counted was when a Volvo got a Jean-Claude Van Damme to perform a split on two reversing Volvo trucks, demonstrating the vehicles’ stability and reliability. This type of advertising strategy focuses on explicitly displaying a product’s benefit via a “demonstration”. The sheer effrontery drove the point home in the case of Volvo and one tended to assess ...