Rupsha Neogi - 8130

Kusum Kant Pandey- 8131

Sanjay Punjabi - 8132

The Launch of Tata Nano

Tata's Nano is not a car, it's a PHENOMENON.

The Nano is one of the most eagerly awaited cars ever.

Tata Nano is undoubtedly being looked upon as the next big (actually small) thing.

The company has already got publicity worth over Rs 500 crore due to its public relations campaign as it made global news due to the fact that it is an Indian manufacturer building the world’s cheapest car.

Publicity & CommunicationManaged by Rediffusion DY&R “Now you can” CampaignThis is about the Nano and what it stands for. Can

you imagine a car, within the reach of everyone, seating a family in absolute comfort, being the most fuel efficient car, being as safe as the bigger cars and being environmentally conscious.

Events

Unveiled on January 10, 2009, at the 9th annual Auto Expo in New Delhi.

Launched on March 23, 2009

Tata Nano Europa, for future launch in international markets, displayed at 79th Geneva Motor Show.

Online Marketing

The company booked all web search engines to serve pop-up ads on the evening & at the time of the official launch

Websites tatanano.comUnique features

Why Nano? communitiesGamee-bookingBuild your own Nano

tatanano.org Know your NanoAmazingCartoonsEconomicalImpact

tatanano.in•Blogging•Product information

Social MediaOrkut

Facebook

YouTube

Blog

Orkut profile for Nano has a few pics and videos and has around 350 friends.

Official Orkut Community Members – 6,906

Official Facebook Group Fans – 4,210

YouTube channel for Tata Nano which has 78 subscribers.

Highest View Count on YouTube – 303,006

No. of Blog Posts – 61,664

Offline Marketing

Collaborations

Mall Promotions

Using existing infrastructure

Media

Existing Infrastructure • Tata Indicom: NANO mobiles with phone scheme• Tata Sky: Discount on satellite connections for

Nano customers• Titan: Buy a NANO watch• Croma and Westside• Merchandise and accessories like Nano branded T-

shirts, key chains, teddy bears & watches

Mall Promotions

Tata ran a series of promotional activities on Malls to get Nano in front of perspective buyers.

Collaborations

• ICICI Bank initiated a whole campaign to get noticed and spread the word .

• Icicibank.com had a banner ad on their home page for booking Nano.

• SBI offered loans for total payment of car and announced a bank interest on the applications for Nano which will be rejected in lucky draw

Electronic MediaRadio “we’ll be back after a Nano break”Television messages or ticker news or other channelsCell Phones Text messages

Print Media

Innovative PR

The Tata team has worked with news briefs branded

“Nano news” in some newspapers, “Nano breaks” on radio and television, Nano pop-ups on major Web sitesCommunities on Facebook, Orkut and constant

updates of the car on the blogs

Role of PR• Great PR build up before the official

announcement and showcasing of the product at the Auto Expo.

• A great story to talk about in terms of a ONE LAC car which was a great dream and aspiration for many Indian consumers to own a car.

• PR had built confidence and credibility among the prospective consumers to reassure yes we are giving you a car for ONE LAKH.

Appreciation of PRInnovative use of media to advertise the

launch of the Tata Nano has fetched three top awards at Emvies 2009, organised by the Advertising Club of Bombay.

Best Media Innovation in Print and in Ambient Media/ Out-of-Home categories

Best media strategy in Consumer Durables Cannes 2009 - the world's most coveted

advertising awards - had conferred the Bronze Lion for Best Use of Mixed Media to the Tata Nano's launch advertising.

Thank You