The Makeover Campaign of Nano

Tata Motors' 5 key strategies to lure youngsters towards Nano Twist

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(The makeover campaign is…)

From peak sales of over 27,000 units in the January-March 2012 quarter to under 4,000 in the three months to December 2013, Tata Motors' Nano hasn't quite lived up to the hype and expectations built up since its launch in mid-2009. Former Tata group chairman Ratan Tata — now chairman emeritus — recently said the "cheap car" image had hampered the Nano's progress, and earlier this weekTata Motors took one of its first steps to erase that "stigma".

Focus on youth: 

Fresh positioning:

Communication for a consumer connect: 

Revamping distribution and reach: 

Changed pricing:

Ratan Tata once said “A promise is a promise” when he launched Tata Nano in 2008. Initially it was positioned as an affordable family car. Nano was targeted at the bulging two wheeler segment in India. It is a well-known fact that it was for someone who was owning a two-wheeler and looking to buy a car but could not afford it. So, basically, the USP of Nano boiled down to its price. Nano is basically not a luxury car but it was believed that it could fulfil the capacity and aspirations of the middle class, both urban and rural. They all perceive that owning a car is a matter of pride and self-esteem. But, Nano’s portrayed image of owning a cheap car was not appreciated by the masses.

Several campaigns were launched successively which tried to erase the image of Nano as a cheap car. Some of the campaigns that were launched during the period 2010 – 2012 were:

• Kushiyon ki chaabi:
• Road to lal tippa:  
• It’s not the destination, but journey that matters most: