Datsun targets first-time car buyers in India

Datsun has launched an ad campaign targeting the middle class in India who are in the market for a car for the first time.

A TV ad for the Datsun GO, created by TBWA, portrays the sense of excitement a family feels when owning their first car.

The launch is supported by print, digital activation, on-the-ground events, below-the-line and a roadshow.

“The original Datsun brand contributed to mass mobility in Japan and other countries where people fulfilled their dreams of becoming car owners,” said Kenichiro Yomura, President at Nissan India Operations. “Our aspiration is to help customers fulfill their dreams with the Datsun brand here in India as well.”

“The arrival of the first car in the family is replete with rituals and reverence that is second only to an addition of a family member,” added Parixit Bhattacharya, CCO of TBWA\India Group. “When that car is as special as Datsun GO, it is given a royal salute, even by the youngest members of the family. The launch commercial imagines this reverence through the eyes of two little boys who are smiling their way into the ‘Big League’.”


Project Name: Datsun Launch Campaign – The ‘Big League’
Creative Agency: TBWA\India
Client: Nissan Motor India Pvt. Ltd.
Chief Creative Officer: Parixit Bhattacharya
Creative Directors: Parixit Bhattacharya, Venkatraman Ramalingam
Copywriters: Parixit Bhattacharya, Venakatraman Ramalingam
President: Nirmalya Sen
Global Creative Director: Alasdhair Macgregor Hastie
National Head of Art: Deepak Singh
Agency Producer: Hriday Dowerah
Account Head: Nirmalya Sen
Account Manager: Amrita Chatterji
Senior Planning Manager: Aditya Nagavekar
Director: Nikhil Rao
Director of Photography: Sejal Shah
Production Company: Jamic Films
Production Company Head Producer: Akshay Uchil
Media Agency: OMD
Media Team: Shankar Poojari, Dipesh Dadhich, Bhagwan Jangam, Pranay Sheth

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