New media initiatives
Chauhan admits that advertising really has a minimal role right now because the brand is already well known. That's because for some time now, Tata Motors has tried to create excitement by reaching out to the youth on a special Nano website as also on popular social media sites such as Facebook and Orkut. In fact, it's the online initiative that has really helped build much of the excitement around the car.
Dubey had said in January 2008 that since the commercial launch was still some time away, the company would like to use some innovative means to reach out "which are not conventional because this car, in terms of its concept, is not conventional."
And so www.tatanano.com was born.
Senior members of the management team, including Subodh Marathe, head (marketing sales), started putting out their views on the Nano site, and without any prompting the discussions followed.
Pictures and continuous updates were posted by the Tata Motors team, but it was the interaction with the management that seems to have been a big hit with youngsters.
Image: The Tata Nano | Photograph: Sanjay Sawant
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