Tata calls digital pitch for Nano

According to sources close to the pitch, the website will serve as one of Tata’s main points-of-sales for the car, formatting its online space as a dealership in order to more effectively reach buyers. 

Industry observers say online will play an important marketing role for the company as the Nano, which debuted in India 23 March, has been touted as the car for the masses, qualifying as the most inexpensive model in the world with a price tag of US$2,500.

Operating a major dealership from an online destination will also help keep costs down, which is integral in the company’s plans to maximise the Nano’s production at low cost, sources add.

Tata is currently accepting applications from those looking to purchase the car but the model will not be officially available for sale until July. 

According to sources close to the brand, the Nano already has an informational website that allows customers to book their cars but this will not be the Nano’s official dealership destination. Sources add that several local agencies are believed to be involved in the pitch but Tata has not released a timeline or a price tag for the account because it is still deciding on its digital budget.

“Tata was under pressure to launch so that’s why the car came before the virtual space,” a source said. “The marketing budget for this is also going to be very tight because the margin for producing the car is very tight. Right now, the proposals for the site are just sitting there, and there’s no timeline or pay information available.”

“It is a significant shift for Tata to make an investment in digital and it knows right to do financially,” a source added. “But it is an old-school Indian company more comfortable with print and TV and so it’s struggling to finally commit. 

“This is a car for the people and online will deliver a well- qualified audience but it may not reach the man on the street or the local mother who is equally targeted.”