Tata Nano allures youth with a peppy song, riot of colours, little magic and an ‘awesome’ promise

Carmaker Tata Motors has released a campaign titled ‘Celebrate Awesomeness’ for its brand Tata Nano. The TVC created by Rediffusion Y&R went on air on 28 July.

The commercial was preceded by teasers for two days. The film features young achievers from different fields such as actress and model Sarah Jane Dias, designer Masaba Gupta and magician Ugesh Sarcar. It comes across almost like a music video. Since its launch online, it has garnered over a million hits on YouTube.

Set to a racy soundtrack, the film opens with urban youth in different situations in a rush to get somewhere. A couple of girls in a local taxi witness Tata Nanos in various colours zipping on the roads. It is revealed that everyone is headed to a particular spot. The Nano drivers park and soon the gang breaks into a what seems like a flash mob. Elsewhere, magician Ugesh Sarcar who plays himself in the TVC, performs a trick in front of three girls. He snaps his fingers and vanishes leaving his hat behind. The girls find a small model of the Tata Nano in the hat. One of them throws it on the street and the model transforms into a real car. They too drive to where the youth are congregating. As more people assemble, the place gets a carnival look. Designer Masaba Gupta walks towards an orange Nano and yanks off the ‘cover’ to reveal a blue Nano. All along the 90-second film, a dash of vibrant colours make their presence felt through the costumes, cars and special effects. The film ends with the supers ‘Celebrate youness’, ‘Celebrate kickassness’, ‘Celebrate epicness’, ‘Celebrate magicness’, ‘Celebrate awesomeness.’

Sam Ahmed, chief creative officer and vice-chairman, Rediffusion Y&R, said, “The genesis of the new campaign for Nano came from the Nano itself. Tata Nano since its launch has changed the codes of the automobile category, so, I was clear that the advertising had to also transcend automobile advertising. The new campaign celebrates the unique Nano attitude of doing things in a bigger and a braver way. This attitude is what is awesomeness, and this new world of awesomeness is what we are celebrating. The people in the Nano world share the same brand attitude to do things differently.”

Delna Avari, head, marketing communications, (passenger vehicle business), Tata Motors, said, “The Nano created a completely new category and continues to innovate in line with the evolution of the market. The consumer's voice has always defined India’s most innovative car as seen again with the all-new edition Nano. The new Nano as a product has evolved, with great new colours, enhanced driving comfort, and awesome features. We have made the Nano’s big personality even bigger with new colours, more stylish interiors, and an integrated amphistream bluetooth music system. It is increasingly being seen as a smart, peppy, and fun car to hang out with.”

“Our new ad campaign celebrates this awesome spirit of the Nano of living life on your own terms. We are showing the colourful world of Nano and the people in this world who share the brand's unique attitude – to do things bigger, better, and differently. In the new communication, we are showcasing young achievers from different genres, who have made a mark in their chosen field, celebrating ‘Awesomeness’,” she added.

Credits

Client: Tata Motors (Tata Nano)

Creative agency: Rediffusion Y&R

Chief creative officer and vice chairman: Sam Ahmed

National creative director: Komal Bedi Sohal

Creative head: Sneh Nihalani

Branch head: Neville Medhora

Business head: Sarita Raghavan

Brand associate: Juhi Hegde

Production house: Joy Films

Director: Mehdi Norowzian

DOP: Zubin Mistry

Music director: Dhruv Ghanekar