Debrief: Tata Nano: Awesomely poor

08 Aug,2013

By Anil Thakraney


The Tata Nano guys just can’t seem to get it right. I have repeatedly pointed out in my posts that positioning the brand as the ‘poor man’s car’ was a terrible idea because even for the ‘poor man’ a car has to deliver status value. I have always believed it is this positioning which has cost Nano its sales. They finally seem to have corrected that, and are now targeting the urban youth. But they have badly screwed it up in the execution.


‘Celebrate Awesomeness’ is the message in the new commercial. It’s a nonsense ad, and contains the same stuff we have watched umpteenth number of times. Youngsters moving, shaking, jumping around, etc. The car is forced into this clichéd imagery. And at the end of the ad, you are left scratching your head on what just happened. After many exposures I spotted a magician, have no bloody idea what the chap is doing in the TVC.


What a sorry mess! If the muddled Tata Nano suits are reading this, let me simplify life for them: All that Tata Nano has to do is play to its strength, which is its ‘cute and small’ shape. The communication’s entire focus should be on: Small is beautiful, small is smart, small is happening. It must make users of big cars feel like idiots. That’s the kind of power attitude that will make Nano desirable, not just to the youth, to old fogeys like myself.


Shoving the word ‘Kickassness’ in the ad doesn’t make you kickass. You have to kick the ass of other cars to deserve that title.


Rating: (On a scale of 1-5): Big Zero. Complete waste of ad spend.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney


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2 responses to “Debrief: Tata Nano: Awesomely poor”

  1. Ankit says:

    Whatever! I love the song.

  2. Himanshu Agarwal says:

    like your analysis of Nano. I also failed to understand what the peeling in the ad was all about. Did they peel it to reveal something new??? But I do not think that Urban youth, especially the kind of college youth shown in the ad
    desires a Nano. Just imagine a college stud with all that muscle driving a Nano to the college with girls giggling at him in amusement…saara macho kharab ho

    Imagine a Nano with mauve, lemon green, pink colors. Doesn’t it look cute?

    To me Nano is a womens car. Young girls will be safe in a Nano from chain snatching and traffic signal eunuchs peeping at them in an auto rickshaw. A young working women returning late from work, Nano gives her a semblance of security. Young moms become independent to go shopping with their kids.

    is the nirvana for the uber and liberated Indian women.

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