Nano is one car that does not need any promotion at all. The car itself is a brand and has attracted the world with its price tag. However, Tata Motors does not think so. The company has planned an advertisement budget of nearly Rs. 10-12 crore for the first few months itself.
Rediffusion Y&R group CEO Mahesh Chauhan was questioned about the ad budget for Nano for which he refused to comment. However, he did tell that there is definitely a lot of excitement for the brand and a lot of media presence. The creative content for Nano is being handled by Rediffusion. The overall marketing campaign has been designed in such a way that it is definitely much lower than the budget for most of the small cars.
“While working on the ad strategy, the thinking was that the first burst of ad spend will be at the launch and once the production is ramped up, the ad spend will also be ramped up,” said the COO of a Delhi-based ad agency with knowledge of the Nano campaign.