TATA MOTORS: THE POWER OF NANO INNOVATIONS

The advert titled THE POWER OF NANO INNOVATIONS was done by LODESTAR UNIVERSAL advertising agency for TATA NANO CAR (TATA MOTORS company) in INDIA. It was released in the June 2009. Business sector is Cars.

Credits:

• Type of Entry: Use of Mixed Media
  Category: Use of Mixed Media
  Title: THE POWER OF NANO INNOVATIONS
  Advertiser/Client: TATA MOTORS
  Product/Service: TATA NANO CAR
  Entrant Company: LODESTAR UNIVERSAL Mumbai, INDIA
  Media Agency: LODESTAR UNIVERSAL Mumbai, INDIA
  Creative Credits
  Name Company Position
  Shashi Sinha Lodestar Universal Ceo
  Nandini Dias Lodestar Universal Coo
  Deepak Netram Lodestar Universal Gm
  Habeeb Nizamudin Lodestar Universal Gm
  Himanshu Phutela Lodestar Universal Media Supervisor
  Naresh Batra Lodestar Universal Media Supervisor
  Swaroop Bhat Lodestar Universal Executive
  Ramya Gunaseelan Lodestar Universal Executive
  Anshoo Jain Lodestar Universal Executive
  Irfan Shaikh Lodestar Universal Executive
  Harsh Vora Lodestar Universal Mngmt Trainee
  Bhagwan Das Lodestar Universal Manager
  Chandrujit Datta Lodestar Universal Sr. Executive
  Details
  Results and Effectiveness:
  3. Results and Effectiveness The Nanovations were carried out on 35 Publications, 380 Editions, 41 Radio Stations and 80 TV Channels  In a recessionary market a record 500,000 bookings in just 2 weeks.  5.4 million People visited the car’s official website within 24 hours of the launch.  Headlines in newspapers began using ‘Nano’ as an adjective.  There were editorials on the “Nano effect”.  The Nano got unprecedented PR coverage.  Marketers launched products on the Nano theme.
  Creative Execution:
  2. Creative Execution ‘‘Leveraging and creating content that could communicate the Nano essence’’ Print:  We renamed ‘News in Brief’ columns as Nano News.  Mini trivia columns were renamed Nano Corners.  For the first time ever, legendary cartoonist R.K. Laxman created a special Nano Cartoon in the nation’s largest daily on launch day. Television:  Instead of conventional television spots, we had Nano Ads popping up on TV content.  We deliberately created TV breaks of shorter duration called Nano Breaks. Radio:  Small breaks were called Nano Breaks, neighboring weekend getaways became Nano Destinations, and commuting shortcuts became Nano Smart Routes. Unconventional Media:  For the first time, small butter packs from Amul, Asia’s largest food brand, were renamed as Nano Butter Packs.  And compact cellular phones were rebranded as Nano Phones.
  Insights, Strategy and the Idea:
  1. Insights, Strategy and the Idea In 2004, the nation was promised a dream – a US $ 2000 car .This dream did transform into reality in 2009 but by now four long years had passed and the initial excitement had naturally waned. So, the challenge was to infuse excitement in the brand and make the launch really successful. Insight: In the consumer’s mind Nano was synonymous with small and compact. In media, we knew that consumer’s attention span is low and compact formats are preferred. Strategy and Idea: We would capture Nano’s positioning of COMPACT, TOPICAL and FUN in media. We would identify spaces which told a story in short, compact units. This led us to create NANOVATIONS, a series of small yet powerful innovations that would bring alive the Nano experience. Thus, we conceptualized a revolutionary media idea, breaking the conventional auto grammar of large sizes and lifestyle ads.