Tata Nano First Commercial

Sales are down, way down for the cheapest car in the world, but that doesn't mean the same can be said about the hopes of the Indian manufacturer behind 2009's car frenzy. As promised, the Tata Nano is on TV, with the first television spot being made public by Tata.

We'll not going to go into the way the video itself was made or the message it wants to send. Suffice to say, as far as we hear from Indian sources, Tata has made a habit of making its commercials funny as they get. This time however, Tata is trying to reach the sensitive side of the audience.

The spot is part of the campaign intended to make the model even more visible than it already was. Tata had a feeling things aren't going as planned ever since September, when it announced an advertising campaign for the Nano, which is being handled by Rediffusion Dentsu Young and Rubicam (Rediffusion DYR).

When the campaign was announced, Tata said it is going to advertise the car's safety, speed, mileage and space. In this commercial however, apart from a scene showing the Nano traveling on something which can be called everything but a road and a quick look at the interior, none of these attributes are being featured.

"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 said when the campaign was announced.