Blog: Tata Nano relaunched with 'kickassness'
Glenn Brooks | 30 August 2013
Sweeties. Checking their beaties.
Tata Motors has changed its mind. The Nano is no longer the car to get millions of Indian families mobilised. Instead, it's to be the darling of a new generation. That's the thinking behind a gloriously cheesy new campaign.
The companys says this TV ad has also had more than five million hits on YouTube in the last 30 days. I have to admit, the tune is pretty catchy, but what exactly is a beaty?
If the campaign works, then we will be witnessing the start of the much needed comeback of the embattled Nano and Tata Motors' home market operations. It's shocking to think that Toyota and Honda outsold the brand's passenger cars in India last month. Tata was pushed down to sixth place in July (Maruti, Hyundai and Mahindra retained their usual top three slots).
I'm starting to get a small idea of the scale of things here in China, but really, I'm only scratching the surface of this vast country....