Toyota’s ‘Q’ Promise Campaign in India

Toyota Kirloskar announced the launch of its brand new corporate campaign Toyota ‘Q’ Promise.  The Toyota ‘Q’ Promise (or Promise of Quality) is a corporate brand-building initiative by Toyota in India, targeting consumers across the country, and will run on print, online and TV media.

An extension of Toyota’s corporate message of Quality Revolution, the campaign aims to reach out to and connect with the Indian masses, thus reinforcing Brand Toyota across consumer segments.

Commenting on the campaign roll-out, Mr Sandeep Singh, Deputy Managing Director (Marketing) TKM, said, “The Toyota ‘Q’ Promise campaign aims to build and sustain an emotional connects with Indians across states, languages and cultures.

In the run up to the launch of our new compact car Etios late this year, we’d like to reiterate our promise of Quality in all we do, be it our products, manufacturing systems, after-sales service, internal HR practices or CSR initiatives.

The emphasis will be on using cultural insights and local languages to create a long term brand recall for Toyota, leveraging everyday relationships that involve trust and commitment.” ‘Q’ Promise is a holistic statement of Toyota’s intent and commitment to the Indian people and features five promises based on the following topics:

Product and Manufacturing


Sales and Service


Employee welfare and skill development

The common creative element that runs through the campaign is a thread or ‘dhaaga’ – a symbol of Toyota’s commitment to every Indian.  The thread is representative of Toyota’s ‘Customer First’ philosophy, which is at the core of all Toyota systems and products.

The duration of the campaign is from August to October 2010 and it will end in an eight page insert in leading dailies across India.