What's also been different with the campaign, as Mahesh Chauhan, Group CEO, Rediffusion, Dentsu, Young and Rubicam, points out, is that unlike a classic product launch where the tangibles, in terms of what the product is all about, are announced first and the emotional connect with the consumer built up thereafter, here it's been just the reverse.
"People already enjoyed a strong emotional rapport with the Nano because of the hype that has been created; there is a lot of national pride associated with it. Now, all we're doing is spelling out the salient features. So the order, in this case, has been reversed."
It may be innovative, but some experts feel the real test will come in the long run.
"Right now, the demand is far in excess of what Tata Motors can sell. So, the car doesn't require much of a support. The real test will happen when the supply catches up with the demand," says an industry source.
Some car makers are known to deliberately keep their supplies about 10-15 per cent below demand so that huge ad spends are not incurred to clear the stocks with the dealers. Will Tata Motors need to do something similar, given the current campaign size?
Image: An onlooker sits inside Nano at the 9th Auto Expo in New Delhi January 16, 2008. | Photograph: Desmond Boylan/Reuters
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