From model Sarah Jane Dias to popular fashion designer Masaba Gupta to magician Ugesh Sarcar, the latest campaign of Tata Nano features some of the well-known faces of urban India. Now rewind to 2010, when Tata Motors launched its debut ad campaign for Nano based on the theme ‘Bringing home khushiyan’. Shot in the heritage town of Paragpur in Himachal Pradesh, the ad depicted the joy surrounding the arrival of the Nano. The ad ended with a little girl putting a streak of her kajal onto the car to ward off the evil eye. Three more ads were launched each featuring a couple who conveyed the advantages of driving a car, including privacy, enjoyment and convenience.
At the time of its debut, Nano was targeted at first-time car buyers, mainly people who found migrating from a motorcycle/ scooter to a four-wheeler beyond their budget or those who had never owned a vehicle. The launch campaign too was targetted at consumers living in tier 2 and tier 3 cities. However, since then much has changed and this is clearly visible in the latest campaign.
“After it was launched, Nano was interpreted by different people in different ways. While for some consumers it was their vehicle (Tata Nano was their first vehicle), another set of consumers upgraded from a two-wheeler to a four-wheeler with the Nano and thirdly, the car was also purchased by people who already owned a four-wheeler. So the old strategy as per which the brand was defined by the company as per our perspective was not working in Nano’s favour,” said Delna Avari, head-marketing communications, passenger vehicle business unit, Tata Motors.
The auto company claims that over 2,35,000 units of Nano have been sold. Of this, about 50% have been sold to consumers as their second or third car, while 25% of the Nano buyers are those who have migrated from a two-wheeler to a Nano. The remaining 25% have gone to first-time buyers, says the company.
Sam Ahmed, vice-chairman and chief creative officer, Rediffusion-Y&R, who is the brain behind the latest campaign, says, “Nano is a lot more than a car. It is an epic brand. It is the symbol of modern day India. The car was born from a brave attitude. So, for me, Nano is the poster child of “awesomeness”. The execution had to match the brand personality. Awesomeness had to match Awesomeness.”