Tata Motors, South Asia's largest car maker, launched an innovative marketing strategy called ‘Nano: Art in Motion’, which is directed towards all Tata Nano lovers and has been developed with assistance from renowned Indian artists. The world's most economical car Nano will be given several beautiful makeovers by Indian artists and the overall idea is to celebrate the life, culture, freedom and imagination. The event was inaugurated by Delna Avari, Head, Nano Product Group, Tata Motors.
The first car under the 'Nano: Art in Motion' will be painted by the famous Indian art virtuoso, Sangeeta Babani. The Mumbai-based artist will be given a Nano as her canvas at the Palladium Courtyard of the High Street Phoenix, located in Mumbai, and she has three days, from September 14-16, 2012, to imprint her imagination on to the car.
Speaking on the launch, Delna Avari said, “The Tata Nano is a true innovation and a fun car, and art is all about having fun with colours, creativity and personal expression. Through this initiative, we are marrying art and utility to showcase a series of Tata Nanos’, which will be embellished with varying theme-based imagery, further accentuating the brand’s personality as a potent personal symbol. The first art car will focus around the theme of celebration. We are delighted to have Ms. Sangeeta Babani as part of the kick off to this exciting new series.”
Extremely enthusiastic about her avocation, Sangeeta Babani aspires to put on the canvas (Tata Nano) her realistic and abstract art style using the most vivid colour palette known to the nature. Anil Dingankar will assist Babani in her assignment.
Upon completion, the 'artist-touch' given Nano will be paraded down the Mumbai roads, pandals and popular city landmarks during the upcoming Ganesh Chaturthi festival. Further, the car will also visit orphanages and schools, with a task of spreading positive energy and happiness among the Mumbaikars.
The company has also announced a recreational activity for the Nano fans, who can participate in a contest called 'Catch the Art Nano'. The participants will have to post photos of the car, taken during the city parade on the Tata Nano's Facebook page and the winner will be one with the best capture of the Art Nano and will get a special visit by the car. All interested fans and lovers of Nano can follow Nano: Art in Motion on www.tatanano.com/nanoartinmotion, which will go live on September 14th, 2012.
