The Hindu Business Line : Showdiff pulls off Nano event

Mumbai, Jan. 11 ‘It’s here. The new Tata Nano. To end speculation, debate and talk.’ Creating a launch ad and keeping the name of the world’s cheapest car under wraps was the biggest challenge faced by Showdiff, the event management arm of advertising agency Rediffusion DYR.

Says Mr Sagar Mahabaleshwarkar, Chief Creative Officer, Rediffusion DYR, “We knew that Nano was going to be an evolutionary product and was going to change the history of the automotive industry. Keeping the name of the car a secret and putting the launch event together was our main challenge.” The onus was on Rediff to create the audio-visual film on the features of the Nano during the launch. However, Rediff DYR has yet to get the mandate to come up with the creative strategy for the brand. As Mr Mahabaleshwarkar says, “There is going to be a creative pitch and we are hoping to get the advertising account but for the moment we have been assigned the launch of Nano. As you can see there is still no baseline for the new brand as yet.”

Describing it as a one-off ad created by the agency for the launch of Nano, Rediff’s job was to announce the launch of the ‘dream’ car and put up an event to unveil it. “We managed to declare the arrival of the dream car and the event was managed by Showdiff, which put it all together,” says Mr Mahabaleshwarkar, who has handled brands such as Sumo and Safari from Tata Motors, while he was earlier with O&M.

Tata Motors is expected to call for a creative pitch nearing the official launch of the car towards the end of the year.

More Stories on : Advertising | Cars | Tata Motors Ltd

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