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2. CASE STUDY
MALL ACTIVATION FOR TATA NANO,
EXECUTED BY ORIENTA CINE ADVERTISING.

4. Khushiyon Ki Chaabi
Activation Detail
Product’s brief: TATA NANO
Objective: The Campaign’s objective was to Tata Nano is an inexpensive, rear‐engined, four‐
fundamentally impart a splendid experience of passenger city car launched in Jan 2008, built by the Indian
NANO via engagement in product based exciting
games and further some test drives (across several company Tata Motors and is aimed primarily at the
Malls at key cities PAN India). Despite this, the whole Indian domestic market. The Nano has also become a
activation was planned in a manner that it could status symbol in its home market of India, where it provides
support the database generation of potential buyers an opportunity for new car ownership for people who would
and persuade them for test‐drive expecting further
otherwise never own one, and for the wealthy to join the
sales.
trend.
Time Span
Duration:2 days, sat‐sun
From 27th August – 2nd October.(Every Weekend)
Cities Covered‐24 cities( 35 Malls) across-
‐ Maharashtra ‐ Gujarat ‐ Madhya Pradesh ‐Rajasthan
‐Delhi / NCR ‐ Karnataka ‐ Andhra Pradesh ‐Tamil Nadu
‐ Kerala ‐ West Bengal ‐Orissa ‐ Assam – UP‐Punjab

6. ACTIVATION PROGRAMMES
NANO CAR FREE PARKING
MINI NANO RACE Free Mall Parking for TATA NANO Car.
6 cars, each allotted to one participant and a following process of
product based Q/A.THE NANO RACE , is an engaging game in FREE NANO TEST DRIVE
which the cars move on the basis of participant’s answers. Two NANO Cars were Parked in Mall Parking area
Each answer makes the car move one step ahead, the participant for
whose car reaches the top in minimum time was considered Interested customer for the ON‐SPOT test drive.
winner , and was obliged with merchandised Contestant
NANO stuff .Duration ‐10 minutes forms were made to be be filled by interested
customers for test
drive and by the end of the activity schedule, one
lucky
draw contest was held declaring gifts like ‐I pad,
Laptop Bag
and Reebok watches for the lucky winners.
FIND YOUR “ KHUSHIYO KI CHAABI “
The participant had to find the right key from the fish bowl BRANDING IN THE MALLS
randomly and got to open all the boxes of T‐shaped NANO Giving a value ad to the whole activation, we
Stand in a span of one minute. served TATA NANO with Mall branding too, at
Mall Parking premises and Multiplex lobbies. The
best of the sites and the vantages of were
scrutinized and used for the promotion of the
product simultaneously.
SPOT BOOKING FOR NANO
Interested customers who proceeded for ON SPOT
Booking of TATA NANO Car, got the Nokia
mobile hand set free as a Gift.

9. A Tie-up with Multiplex.
HAR SEAT NANO SEAT
A tie-up with Multiplexes was be done .Inside the Multiplex Lobby, there was branding
about standee positioned about “HAR SEAT NANO SEAT”. Out of all available Audis
(present in the respective Multiplex) , one chief audi was selected where the slide was
screened during the interval ,announcing about the lucky seat Number whose beholder was
entitled with a gift hamper from NANO.

11. Role of Orienta
Space Buying:
Premium malls across the key cities were scrutinized and selected. However, the process of Space buying
involved severe planning and scheduling of the space as per requirement and were finalized at the best of
possible rates.
Conceptualization
After concerning the client’s need and interest, interesting and entertaining activation games were planned
that encompasses around the product. The activation took place besides the ongoing privileges for
NANO customers and those booked NANO on the spot.
Execution & Manpower:
Entire Printing & Fabrication including backdrop for TAT NANO, standees and other gaming material was
solely executed by Orienta in coordination with its vendor. Three Promoters, an emcee were in work to
conduct the activity efficiently and effectively.
Reporting:
After the completion of the activity , Photographs and the Database of the activity were sent across to the
client updating with the entire project report .

12. Thank You
By Orienta Cine Advertising

13. C S S UD E
A E T IS