Ad: TATA Nano
Agency: Rediffusion Y&R
Production House: Equinox Films (Ram Madhvani)
Studies show that people rely on emotions, rather than information, to make brand decisions and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad. This can be achieved by targeting audience emotions.
In this ad, TATA is clear about their target audience being Middle-Income age group
The ‘poor man’s car’ positioning was very much in place as recently as early 2011, with an ad that featured a young girl in a decidedly rustic setting, awaiting the family Nano.
“Aap ki kushiyon ki chabhi”
The Tata Nano was a compact city car manufactured and marketed by Tata Motors over a single generation, primarily in India, as an inexpensive rear-engined hatchback intended to appeal to current riders of motorcycles and scooters — with a launch price in 2008 of one lakh rupees or ₹100,000 (US$1,500)