New Nano celebrates 'awesomeness' with record-breaking TVC on YouTube

The new TVC, conceptualised by Rediffusion Y&R, has crossed 5 million views in just 30 days

BestMediaInfo Bureau | Mumbai | September 2, 2013

Click on the image to watch the TVC.

The new edition Tata Nano's colourful TV commercial on 'Celebrate Awesomeness' has crossed 5 million views on YouTube in less than 30 days – the highest for any automotive brand TVC in India till date. The video has been an instant hit, bringing in more than 17,000 'likes' and over 700 comments from the Nano fan base.

In the TVC, the brand has showcased the colourful world of Nano and young achievers from different genres who share the brand's unique attitude – to do things bigger, better and differently – whether it's the gutsy Masaba Gupta whose quirky pop prints stand out from the crowd, the beauty pageant winner-turned-entrepreneur-turned-actor Sarah Jane, or the riveting street magician Ugesh Sarkar, everyone embodies the spirit of 'awesomeness'.  All throughout, it carried the jingle celebrating the awesomeness factor, almost making the film like a complete music album.

Delna Avari, Head - Marketing Communications, Passenger Vehicle Business Unit, Tata Motors, said, “We are extremely proud of this achievement; it validates the Nano as a smart, peppy and fun car which has found its way into the hearts of millions of young Indians through its bold and bravely uncompromising attitude. The consumer's voice has always defined India's most innovative car as seen again with the all-new edition Nano. Our new ad campaign celebrates this awesome spirit of the Nano of living life on your own terms. There is a lot in store. With the new TVC we have just begun our communication and we will soon roll out an activation programme to celebrate young achievers across genres.”

Conceptualised by Sam Ahmed, Vice-Chairman and CCO, Komal Bedi Sohal, National Creative Director, and the team at Rediffusion Y&R, the new commercial has been directed by the much acclaimed and Oscar-nominated Iranian-British director Mehdi Nowrozian of Ridley Scott Associates.

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