Tata: THE POWER OF NANO INNOVATIONS

Credits & Description:

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.