Debrief: Tata Nano: In the right direction

29 Nov,2012

By Anil Thakraney


At last, the lost little Nano seems to be finding its way. It’s taken the Tata guys a few years to realise an important truth, but as they say, better late than never. In the past they made the huge mistake of projecting the Nano as the poor man’s vehicle. This strategy was never going to work, because it scares the aam aadmi away. A car is the single most visible possession of an individual, and its image rubs off directly onto the owner.


Course correction seems to have been done in the latest commercial. Nano is now being positioned as a fun drive-out for the trendy urban youth. In fact, they make it a point to tell us the protagonist is an engineer, so there must be something special about Nano’s performance. Mr Engineer is seen exploring the countryside, helping damsels in distress, playing tour guide to foreigners, etc. And he ends up on a beach with his friends.


This is not the sort of creative that would send award juries into a tizzy, but it does manage to dilute the Nano’s ‘poor car’ image. In fact, they need more such ads. The TVC also brings out all the usual car benefits: toughness, mileage, manoeuvrability, etc. So all the boxes can be checked.


But it’s the change of strategic focus that will bring the Nano dealers some much needed footfalls. This was very critical to happen. Sure, the creative needs a spark, but that can be dealt with along the way.


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Rating: (On a scale of 1-5): 3. Gets the right image. At last.


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