The Japanese auto major's media mix for both vehicles will use only print and out-of-home, moving on to digital media and activations in the coming months. TBWA\India handles the creative duties of Nissan in India.
Nitish Tipnis, CEO, Hover Automotive which is responsible for Nissan's marketing in India, says, "Nissan has not made an impact till now in the Indian market. What we've done differently is that for the first time we launched two models - Teana and X-Trail at the same time. The advertising campaign for both vehicles aims to create an aspirational value for the brand."
The campaign for Nissan Teana positions the car as the ultimate comfort and luxury destination amongst sedans. The copy describes the vehicle as 'Hotel Teana'. Shiv Sethuraman, CEO, TBWA\India said, "Our research showed when you mention luxury, consumers think only about five-star hotels. The ads position Teana a destination as good as them, almost like a hotel with fantastic luxurious space."
For the X-Trail, Sethuraman says that the insight was the observation that a person sitting inside an SUV sees the world outside very differently. "You have the feeling of power. Hence, we positioned it around theme of urban adventure. We've explored that in the print ad where we see how Marine Drive - one of the most recognizable landmarks in India - is seen through the eyes of someone in the X-Trail," said Sethuraman.