Pooja Ahuja Nagpal
Nov 23, 2012

Tata pays tribute to Nano owners with ‘Khushiyon ki chaabi’ campaign

Rediffusion Y&R has created the campaign for the automobile brand

In October, the brand had released a TVC which went on air on national and regional channels across GEC, music, movies etc. Tata Nano has now extended the campaign to outdoor with a focus on the people who drive the Nano. The nationwide campaign created by Rediffusion Y&R is visible in 56 cities including metros and upcountry markets and will run till mid-December.  

The TVC  pays tribute to the attitude of the people who drive the Nano. The ad film has a young man, who is to join his friends on a flight to a holiday destination. While just about to leave home, he does something impulsive. Picking up the keys to his Nano, he informs his friends that he will join them later, and sets off on a voyage of discovery.The film follows his travels, as he and his Nano traverse different states and terrains.He meets new people, has new experiences that enrich his life and the lives of the people he interacts with. Taking the long road through mountains, deserts and cities, he finally joins his friends on a beautiful beach. This journey of discovery also showcases the Nano and highlights its features.

The OOH campaign showcases the Nano and its key features – ruggedness, pickup, mileage, cooling and maneuverability, to name a few. Each hoarding highlights a special feature and has a different tag line such as “Dil Hai. Nano hai”, “Extra Hai. Nano hai”, “Saath hai. Nano hai” depending on the attribute.

On the campaign, Sarita Raghavan, business head, Rediffusion Y&R, said, “This campaign focuses on the unique spirit and values of Nano owners. If you notice, a unique and interesting bunch of people drive the Nano and the insight for the communication comes from these owners. While the demographic and psycho-graphic profiles of these buyers are varied, they all seemed to share a unique spirit: unconventional, slightly against the grain, warm, and generous; these Nano owners typically stand out from the rest.”

“The idea for the campaign was to celebrate the owners’ pride by drawing parallels between their personality characteristics and the car’s features. The campaign retains the brand’s youthful disposition while building on the pride that comes with owning a Tata Nano,” she added.  

The campaign also had a digital run on YouTube and Facebook.

OOH Campaign

 

 
 
 

Credits

Client: Tata Motors (Nano)
Agency: Rediffusion Y&R

TVC

Executive creative director: Nilesh Vaidya
Creative director: Sneh Nihalani
Creative associate: Pratik Kamat
Business head: Sarita Raghavan
Brand partner: Rajdeep Sarkar/ Juhi Hegde
Production house: Dungarpur Films
Director: Shivendra Singh

OOH Campaign

Executive creative director: Nilesh Vaidya
Creative director: Sneh Nihalani
Creative partner: Kiran Parihar
Business head: Sarita Raghavan
Brand partner: Juhi Hegde
Photographer: Himmat Shekhawat

Source:
Campaign India

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