2. Introduction
• In the year 2008, Ratan Tata under the banner of Tata Motors
limited announced the launch of its new car, which would be
a revolutionary product in the automobile sector.
• He called it as 1 lakh Rupee car and so was publicized in all the
mass media across the nation. The dream of a Middle and
even lower middle class household to have their own car
came alive with this announcement from Tata Motors.
4. Pre Launch Advertising
• Projecting as one lakh car.
• Innovative public relations-driven campaigns,
where the news in brief is called ‘Nano news’
in some papers and television advertisement
breaks are called ‘Nano breaks.’
• Increasing curiosity about design by using
merchandises like key rings ,t-shirts, mouse
pads, kids water bottles etc.
Year 2008
7. Reasons:
• Un even weight distribution and hence poor
traction control.
• Poor cornering and handling.
• Poor engine oil cooling leads to overheating
and burning.
• Almost no boot space and cramped space for
rear passenger.
8. Challenge of Re-establishing the trust
Projecting as a potential cars
The Himalayan Expedition 2010 by Sanjay
Madan & Pankaj Chanana
9. •These people drive the Nano from
Delhi to the “KHARDUNGLA” highest
motor able driven road in the world
at height of 18380 feet.
•Fuel efficiency was 14.8 kmpl at
khardungla while returning to Delhi it
was 25 kmpl.
•Nano shows strength by passing the
high hilly area covered with snow .
•Good fuel efficiency.
Year 2010
10. Introduction Of “Nano Diaries”
Owners of Tata
Nano share
there
experience in
this diary on
the webpage
of Tata motors
Year 2011
12. Advertising campaign know focus on the younger working
generation introduces new feature according to their needs like
more fuel efficient, high power engine , more space etc.
Year 2012
13. Tata Nano 2012 Engaging on Face book
Launching of NANO Rang Barse App
Tata Motors has
launched the Nano
2012 Rang Barse app,
which was found
simple and fun. First
you select your
Facebook friends,
then the colour you
want to splash them
with and finally the
method to colour
them – hands,
balloons or pichkari.
It’s that simple! What
I loved about this app
is that the colours to
splash are the same as
the colours available
in the newly launched
Nano 2012.
14. Bringing NANO TWIST with
AWESOMENESS
In the year 2013 Tata motors re-launched Tata Nano with all new
features and advertising campaigns. The re-launch focused primarily
on:
Year 2013
15. Nano, India’s smallest and most affordable car developed by the country’s largest
auto maker, Tata Motors, is out with a bunch of upgrades and a whole new
campaign emphasizing on celebrating awesomeness with the new Nano. The new
campaign targeting the youth focuses on the young generation’s penchant for
being awesome at what they do
Year 2013
16. • Youth: Targeting the youth of the country the new Nano had fancy settings like
settings and colour combinations such as farm side or adventure sports.
• Rational Benefits: The advertisements and campaigns this time focused on the
smartness factor. They educated the prospective customers on “Why not buy a
Nano when it gives everything at a half price”. It also highlighted once again the
Rational benefit of Fuel efficiency in a new way.
• Tie Ups: This time Tata Nano followed a new type of campaign al together. They
started to sponsor programs on MTV that encouraged adventure sports and
extended the campaign to National television.
• Safety: It focused on the emotional aspects of a parent and advertised in a way
that parents can actually give their kids a Tata Nano instead of giving them bikes as
car is compared safer to a bike. This would also make them smart parents.
17. Current Campaign for Nano GenX
‘The Chosen Ones’ Campaign
For Nano
Under the Chosen Ones
campaign, 20 lucky
customers will get the
opportunity to win an all-
expense paid trip to visit
Tata Motors’ Sanand plant
in Gujarat and witness the
roll out of their own Nano
cars on the assembly line.
Year 2015
18. Journey Of Tata Nano
Projected
as a
family car
2008
Moves to
young
working
class
2012
Tackle the
youth of the
country with
fun features
inclusion 2013
NANO
Twist
Comes with
excellent
features with
economy
class 2015
NANO
GenX
TATA NANO
future (But it’s
not NANO)
NANO
PIXEL
