Indeed, the saturation coverage in the media could save Tata Motors a fairly big sum on ad spends. Not that the ad spend was ever likely to be very large. As Dubey points out, the advertising budget for the Nano is going to be much like the car itself -- small.
Typically, car launches in the past have resulted in spends of anywhere between Rs 10 crore (Rs 100 million) and Rs 50 crore (Rs 500 million).
Dubey refuses to talk numbers but confirms there isn't going to be any high-decibel advertising, no blitzkrieg. "You can already see how we've been going about the whole thing. We're trying to use the word 'Nano' instead of small wherever possible. For instance, instead of anchors saying 'We'll be back after a short break' on TV channels, they're saying, 'We'll be back after a Nano break.'"
It's not that Tata Motors has abandoned traditional advertising -- the familiar announcement launches are visible, especially the centre spreads in a clutch of national newspapers, clearly targeting middle-class families.
And there were some teasers the day before the launch.
But the advertising effort has been somewhat different: The way the word 'Nano' has been used in sentences, whether spoken or written, is new.
Image: P Chidambaram tries out the Nano. | Photograph: Courtesy Tata Motors
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