Marketing the Nissan Micra and Tata Nano Using Social Media

Abstract

The case explores the similarities and differences between social media campaigns launched by Nissan and by Tata Motors to stimulate sales for models of their cars in India. The Nissan campaign allowed consumers to compete to star with Ranbir Kapoor, a Bollywood star and spokesman for the Nissan Micra, in a short film featuring the Micra as the hero. The Tata campaign launched India's first social streaming show, in which select teams of consumers participated in an Amazing Race-style road trip competition in different regions of the country. Both campaigns made extensive use of Facebook. Students are tasked with evaluating the two campaigns in terms of their fit with the communication objectives of each company and their effectiveness on a variety of metrics. The case includes links to advertisements and other video material. Although the case is written to be used independently, it also would work well in combination with the “Positioning the Tata Nano (A) and (B)” cases.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1: Nissan Micra Commercials and Campaigns

TV Commercials Featuring Ranbir Kapoor

Commercial 1

Link: http://www.youtube.com/watch?v=MCaxlGLPcxo

Song: “Life is a beautiful journey, what will happen tomorrow, no one knows” (from the 1971 hit Bollywood movie Andaaz)

Scene: An orange Micra drives through the black-and-white traffic-free streets of an older India (most likely around the time the song was written). The Micra is heading toward a romantic seaside area where there is an abundance of parking spaces. When the Micra comes to a stop, a screen parts to reveal the full-color modern-day area and a full parking lot. Kapoor says, “Those old days will not come back, nor will the open parking spaces.” With “Effortless parking” superimposed on the screen, Kapoor parks the Micra and says, “Nissan Micra. Drive simpler. Live better.”

Commercial 2

Link: http://www.youtube.com/watch?v=86C62V0F4uA

Song: “Wheels on the road, the car on the wheel, in the car we go, some in the front, some in the back” (from 1968 hit Bollywood movie Brahmachari)

Scene: An orange Micra drives through the black-and-white winding roads of an older India with five people inside going on a road trip. When the Micra comes to a stop at an old gas station, a curtain is pulled back to reveal a full-color modern-day gas station. Kapoor says, “Those old days will not come back, nor will the fuel prices.” With “Longer drives per litre” superimposed on the screen, Kapoor pulls out of the station without refueling and says, “Nissan Micra. Drive simpler. Live better.”

Commercial 3

Link: http://www.youtube.com/watch?v=egcxItsCwfU

Song: “I keep moving in her tune, carrying tones of the heartbeat, carrying visions of our meeting in my mind's eye, carrying thousands of beautiful dreams of you and I together” (from 1972 hit Bollywood movie Mere Jeewan Saathi)

Scene: An orange Micra navigates the black-and-white traffic-free streets of an older India with ease. When it comes to a stop at an intersection, a screen is moved to reveal the full color modern-day street, which is jammed with cars and pedestrians. Kapoor says, “Those old days will not come back, nor will the empty streets.” With “Shortest turning radius” superimposed on the screen, Kapoor makes a U-turn away from the busy intersection and says, “Nissan Micra. Drive simpler. Live better.”

Exhibit 2: Tata Nano Commercials and Campaigns

TV Commercials
Commercial 1

Link: http://www.youtube.com/watch?v=Gj2D3taMHBE

Girl: Where is Amar?

Guy 1: (playfully) How should I know? You should know.

Amar drives up in a Nano and honks the horn.

Guy 2: New car! Insane car! Let's go, take us for a treat—right now!

The three get in the Nano with Amar and drive away.

Amar: Let's go, I'll take you for tea.

Girl, Guy 1/2: Tea?

Amar: At Laal Dibbey.

Guy 2: 150 km for tea? Awesome. Let's go, let's go!

Guy 1: (Guy 2 tries to pick up Guy 1's guitar) Uh uh. You, me, and guitar.

Guy 2: Say, should we invite Sita, too?

Guy 1: The suspension is awesome, buddy. Look—his stomach is not even moving. (puts his hand on Guy 2's stomach)

Guy 2: Don't touch, buddy!

Amar: (to girl) You want to drive?

Girl: Yes!

Guy 2: (cold from AC, wraps a scarf around his head) This car made me into ice cream.

Guy 1: (draws with a marker on Guy 2's face while he is asleep) I'll make a poster of this. (Amar and Girl laugh)

Guy 1: (to Amar, as the car drives on a winding road) She will make you go in circles like this.

Girl: (Guy 2 has awakened and is noisily eating chips) Learn something from the car, big guy, even it's on a diet.

Amar: (pointing to the fuel gauge) Look, the tank is still full.

All cheer as they finally arrive at the tea shop.

Amar: The great thing about this place's tea is—

Girl: (looking at only three cups of tea on the table) Where is mine?

Guy 1: (puts two straws in Amar's cup) Love will grow if you share a cup of tea. (makes a kissing sound)

Voiceover: Now get going just for the sake of it… presenting Tata Nano 2012.

Commercial 2

Link: http://www.youtube.com/watch?v=HkkV_TkjFxE

A man and woman are driving in a Nano in a downpour. Outside their windows, two couples riding on scooters are unsuccessfully trying to shield themselves from the rain. The woman in the Nano starts singing a song.

Man: All the years we were riding on a scooter, the wind kept stealing from me…

Woman: What?

Man: (winks) Your voice.

Voiceover: We have carefully stored those songs. Make them yours with Tata Nano: keys to your happiness.

Commercial 3

Link: http://www.youtube.com/watch?v=S-Z08m5OuFo

A mother and father are riding in the front of a Nano with two children in the back seat.

Voiceover: In 2 km, arguing.

Father: (turning) Stop it.

Voiceover: In 10 km, pushing and shoving.

Father: (turning) Sh!

Voiceover: In 25 km, peace.

(The children look out the window at a family of four riding on a scooter.)

Voiceover: And in 30 km, romance.

(With the children asleep, mother and father hold hands.)

Voiceover: We have carefully stored the meeting of hands. Make it yours with Tata Nano: keys to your happiness.

Commercial 4

Link: http://www.youtube.com/watch?v=FZA98FE1Q34

A couple is sitting in a Nano in gridlocked traffic.

Guy: (as girl starts to tickle him) What are you doing?

Girl: What will you say now? That I'll knock over the bike?

Guy: Please stop.

Girl: What will you say now? What if someone sees us?

Guy: Okay, fine! Stop, stop.

He pauses, then begin tickling her as a couple riding a scooter looks on.

Voiceover: We have carefully stored the playful laughter. Make it yours with Tata Nano: keys to your happiness.

Nano Drive with MTV

Link: http://mtv.in.com/drive/index.php

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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