Campaign : Khushiyon ki Chaabi
Brand : Tata Nano
Company : Tata Motors
Agency : Rediffusion Y&R
The Campaign
The first ever Tata Nano television commercial opens with a school girl who is standing on the terrace with binoculars and anxiously waiting for something. She is looking at the nearby road. When she sees a car coming towards her, she excitedly shouts “aa gaee” (its here). The car manages to get everyone’s attention as it enters the girl’s locality and people start clicking its photographs, while the kids are running after it.
As the car moves on, a man informs the driver about the uneven road ahead but the car crosses it quite smoothly.
Another man admires the interiors of the car. The girl eventually comes down to see the car and lovingly hugs it. She then sees that the neighbours have started coming out of their homes and have gathered around the car. To protect the car from all the stares, she puts a “kala tikka” (black mark, as a symbol of protecting someone/something from evil) on it.
Her father then gives her the car keys and she quickly jumps and takes them. The voice over says,”Tata Nano—aapki khushiyon ki chaabi” (The key to your happiness).
Our Take
This TVC was launched as a part of the new marketing initiatives that Tata Motors has kicked off in a bid to boost the sales of one of its most ambitious brands- Tata Nano.
The film has been created to target aspirational people in small cities and towns who are usually two-wheeler customers.
From the very beginning, Tata Nano has been tagged as a car for the middle class population. Tata Motor’s chairman Ratan Tata had visualised the product for the four-member family that squeezes itself on a two-wheeler. The ad manages to bring the Tata group’s vision on screen and speaks to the target audience.
The characters gel well with the concept and manage to strike the right cord with the viewers. It manages to portray the ambition of people in tier 2 and 3 cities who wish to own a car.
The excitement is brought alive through the little girl’s expressions who is waiting the for the car.
Through the girl, the brand tries to show the happiness that spreads through Tata Nano. And apart from the emotional touch, the commercial also makes it a point to highlight the proposition of the car which is reliability and durability.
The commercial seems to be working well for the brand as per the latest graph of Tata Nano sales, which has now been moving up.
Ratings