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1. ADVERTISEMENTCAMPAIGN :TATANANO
“GENX NANO EASY SHIFT”
PresentedBy:
1. PANKAJ KUMAR (MP15026)
2. KUSH KUMAR (MP15021)

2. Content
Introduction
Advertising Objectives
STP
Message by the Campaign
Creative Approach
Attention & Comprehension
Media Used

3. Introduction of Tata Nano
“Dream-dream and dream, because dream gives vision, vision gives
thoughts and finally thoughts lead to the action".
Each letter of these motivational words said by India's former President Dr. A.P.J. Abdul
Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003,
dreamt of producing a safe, affordable Car for the common man.
Finally after the wait of five years, crossing all financial and technological barriers, Ratan
Tata kept his promise and unveiled Tata 'Nano' on 10th January 2007, at the 9th Auto
Expo 2008 in New Delhi. Tata Nano, cool & smart, launched by Tata Motors is world's
cheapest Car with a price tag of $ 2500.
Tata Motors Limited is India’s largest automobile company, with consolidated revenues
of INR 2,62,796 crores (USD 42.04 billion) in 2014-15. Through subsidiaries and associate
companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa
and Indonesia. Among them is Jaguar Land Rover, the business comprising the two
iconic British brands. It also has an industrial joint venture with Fiat in India. With over 8
million Tata vehicles plying in India, Tata Motors is the country’s market leader in
commercial vehicles and among the top in passenger vehicles. Tata cars, buses and
trucks are being marketed in several countries in Europe, Africa, the Middle East, South
Asia, South East Asia, South America, Australia, CIS and Russia.

5. Positioning
Tata Nano has positioned itself as the affordable
car and does not compromise the quality, safety
and environment. This positioning will be
achieved by leveraging
Tata Nano’s competitive edge Industries
experience from the parent company Tata Motor
who has been in vehicles industries (commercial,
passengers & utilities) since 1945. Tata motor has
good supplier-manufacturer relationship with
more than 100 components
.

6. PRE LAUNCH ADVERTISING: YEAR 2008
NANO MOBILE CHARMS
NANO KIDS
WATWR BOTTLE
NANO ALARM CLOCK NANO KEY RING

10. TATA NANO :FROM PEOPLE’S CAR TO FUN CLASS

11. YEAR 2012
Ad. Campaign focused on
Younger generation by
introducing new features
like more fuel efficient,
high Power engine and
more space

15. THE “CHOSEN ONES’ CAMPAIGN” OF TATA
MOTORS FOR THE NEW GENX NANO

16. DETAILS OF GEN X CAMPAIGN
 Participants entered the campaign by booking the GenX Nano, followed
by an SMS contest.
 The top 20 lucky respondents were selected through an audited
process based on the eligibility.
 Top 20 lucky winners will witness their Nano roll-off the assembly line
on 7th July. These customers would not only see their cars roll-off the
assembly line, but also receive a birth certificate for it.
 Tata Genx Nano was launched on May 19, 2015 in the country at a
starting price of Rs. 1.99 Lakhs (Ex. Showroom, Delhi) for the manual
variant, while the pricing
 for the AMT variant was priced at Rs. 2.69 Lakhs (Ex. Showroom). The
company made several cosmetic changes in the small car to make it
better-looking than before.

17. TATA NANO GEN X COMPAIGN
 The company has announced
the names of 20 lucky GenX
Nano customers, who would
an all-expense paid trip to
Sanand and witness their Nano
roll-off theassembly line.
 This is a first-of-its-kind campaign
in India and yet another customer
centric initiative, announced by
the home-grown automaker.

18. TATA NANO GEN X CAMPAIGN’S
STATEMENT
 'The Chosen Ones Campaign' offers a unique platform to fulfill our
promise to bring the best customer experiences, as we create new
products and launch new initiatives that allow our customers to engage
with our next-generation cars.
 The new GenX Nano is a smart, stylish, efficient and a practical city car
which has strong potential in the compact hatch segment. While we
have developed an exciting product for the young and young at heart,
we also want to ensure we reach-out to our customers in the most
innovative manner. This is a step in that direction."

19. TATA GENX NANO XTA:SPECIFICATIONS
Engine type Inline-2 cylinder, petrol
Power 38PS@5,500rpm
Torque 51Nm@4,000rpm
Transmission 5-speed AMT
Valvetrain 2-valves/cylinder
Power to weight 51PS/tonne
Suspension (F/R) MacPherson struts/Independent semi trailing arm
Brakes (F/R) 180mm drum/180mm drum
Tyres (F&R) 135/70R12 & 155/65R12
Kerb weight (kg) 745
Fuel tank capacity 24 litres
LxWxH(mm) 3099x1495x1652
0-100kmph 32.2s
Top speed 106kmph
Fuel efficiency City/highway/overall 17.8kmpl/25.4kmpl/19.7kmpl
Price Rs 2.99 lakh ex-Mumbai

20. Tata Nano GenX is available with a 4-speed manual transmission
GenX Nano Easy Shift (AMT) - TVC.mp4

21. MEDIA USED
You Tube,
Facebook,
TV Commercials
Print Media

22. THANK
YOU