As it needs to reach many million customers across India, some of which have not owned a car before, the campaign is centered around being informative and offers a lot of opportunities for consumer feedback. It is focused around the “useability” of the Nano in everyday Indian life, wether it is fitting a big family inside the car without any compromises or safety aspects.
Noteworthy is the fact that Tata intelligently combines other sectors of their business with this launch. On the website you can book a car directly linked to different banking schemes from the biggest Indian banks (incl. Tata owned ones). Furthermore you can purchase or win a Tata Indicom NANO mobile phone (with phone scheme) and buy a Titan (Tata Watch company) NANO watch.
It is going to be interesting to see how this campaign evolves and how Indian consumers will react to it.