Tata Nano - Celebrate Awesomeness

The Tata Motors new campaign titled ‘Celebrate Awesomeness’ released for its brand Tata Nano. The new campaign targeting the youth focuses on the young generation’s penchant for being awesome at what they do. 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.

The ad 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.’ (Source: Campaign India)

The campaign has been extended onto social media as well. It has around 3,844,465 likes as of 31st August. A Facebook app on the Tata Nano page featuring the ‘Sound of awesomeness’ was shared to spread the word. Fans were asked to invite their friends through the app and help them discover the sound of awesomeness. The app had the provision to send the link via an SMS or as a Facebook message to their friends. 

We need to watch how this new campaign ‘Celebrate awesomeness’ can encourage the target group to test drive. Tata has been pushing the Nano in many ways to get an even better sales figure on the sales chart which include ‘Two-wheeler exchange’ programme, get Nano by simply swiping the credit card and many other. The latest from company is a new generation television commercial which is very colourful and attracts youths towards it. Will it attract the youth?

http://www.tatanano.com/