The World: Mumbai - Chevrolet aligns Indian creative activity

Chevrolet has aligned creative duties for three of its models out of Rediffusion DY&R and into McCann Erickson Mumbai. The business is worth more than $15 million.

The realignment will include the Chevrolet Aveo, Aveo U-VA and Optra SRV marques. McCann Erickson already handles the Chevrolet Optra, while Rediffusion DY&R works on the Tavera and the car manufacturer's corporate advertising.

Advertising for the brands will encompass television, press, outdoor and direct mail.

Anisha Motwani, the director of marketing for General Motors India, said: "Although it is too early to disclose the positioning strategies for these three brands, the campaigns will use a 360-degree approach."