Tata Nano Ad Campaign Coming

Tata's still cheapest car in the world, the Nano, will soon become a TV star as the Indian manufacturer is getting ready to launch the first advertising campaign for the model. Taking pride in the fact that the Nano has been among the single models in the world to have been booked by customers before even being seen, Tata will advertise the car's safety, speed, mileage and space on TV.

“We did do a lot of research and spoke to consumers. That’s when we realized that the people the car had been made for, had not had a chance to experience it…they were just going by hearsay. So, the objective of the campaign is to urge people to go out there and experience the car and decide for themselves,” Nisha Singhania, executive vice-president for Rediffusion Dentsu Young and Rubicam was quoted as saying by livemint.com.

The advertising campaign for the Nano will be handled by Rediffusion Dentsu Young and Rubicam (Rediffusion DYR) and will comprise both TV and print ads. The campaign is scheduled to start this September on general entertainment channels.

The campaign for the Nano will not be easy, given the car's attributes, but given the fact that Indians feel so strongly about the model should insure a success. The biggest challenges will be (and we'll see that as soon as the ad becomes public) advertising the vehicle's safety and space.

“The Nano is not a regular car. It is almost like the pride of India. However, the perception is that there is only that much you can get in Rs1 lakh. The campaign will need to bust that myth and set the record straight,” Singhania said in the beginning of the month.