It is perhaps India’s best case study on buzz marketing. The Tata Nano gathered millions of dollars worth of advertising through unpaid media coverage, prior to launch. The launch too has been widely covered both in Indian and international media. Expectedly, the company is implementing a different approach to car marketing. ‘Nano news’ in print and ‘Nano break’ on television are great properties. As far as the print ads are concerned I thought they will not go beyond the symbolic full-page launch ad. But the print campaign continues with another ad appearing in Times of India today.
Yes, the print ad is informative but do they need a sustained campaign? There are ads from banks, advertising the financing options for the Nano in regional press. For a potential buyer, isn’t the buzz on unpaid media and specific finance option ads good enough to make a decision?