Unconventional ad campaign planned

Written by fe Bureau | Mumbai | Updated: Mar 24 2009, 06:16am hrs
In a bid to create awareness for the Tata Nano, Tata Motors is putting in place an innovative communication package with a sharp focus on unconventional media. For starters, the company has drawn up a viral marketing (word of mouth) strategy to popularise the Tata Nano on the Web. We will be using a lot of non-traditional media to announce the launch of Nano. We have already activated many web-related marketing activities promote our new brand, said Rajeev Dubey, president (passenger car business unit), Tata Motors Ltd.

It may be recalled that Tata Motors had taken the print route to announce the launch of the Tata Indica almost a decade ago. And now the company is extensively using new media communications to announce the launch of the Tata Nano. To support its unconventional media plans, Tata Motors is also launching an aggressive print campaign from March 24 this year. Ad major Rediffusion DYR has won the creative duties for the much awaited peoples car the Tata Nano while Lodestar is handling the media duties of the Tata Nano.

As part of its marketing plans, Tata Motors has launched an online portal www.tatanano.com, which gives details of the Tata Nanos accessories and merchandise, which include Nano phone, Nano watch and T-Shirts. Tata Indicom will also market the Nano phone and Titan Nano watches.

In addition, the company is also launching Nano pop-ups in major websites to woo netizens. The company is also launching Nano news in Nano breaks in radio and Nano ticker news on television channels to promote the peoples car.