Nissan plans multi-media campaign for launch of diesel variant of Micra
Nissan Motors India Pvt Ltd is readying to launch the diesel variant of its ‘made-in-India’ hatchback, Nissan Micra. The diesel variant will be available in India from December 10, 2010. The company has planned a multi-media campaign to support the launch.
Talking about the marketing plan, Manoj Kumar, VP - Operations, Hover Automotive India, said, “We are looking at a 360 degree approach, where we will be present on TV, print, radio and digital. We will also be looking at creating lot of regional content to connect with our customers.” The idea is to create lot of differentiating and non-conventional media to maximise product visibility and increase sales.
He added, “We are looking at online in a big way and will use it extensively to connect with some of our TG. Online medium forms a crucial part of our marketing strategy.”
Though Kumar didn’t reveal the exact budget, but it’s understood from industry sources that their budget is in the proximity of Rs 20 crore. Ranbir Kapoor, the brand ambassador for Nissan in India, will be seen in the TV commercials of the new diesel powered Nissan Micra talking about the key features like push-button engine or one key in these TV spots. The car is positioned to enrich the urban driving experience while being reliable, eco-friendly, safe and user friendly.
Kiminobu Tokuyama, MD and CEO, Nissan Motor India, said, “The diesel powered Micra is not just another variant. It is the right product at the right time that will offer the discerning Indian customers a good means of urban mobility with a complete package of performance, features, safety and comfort. We are aware this is a very important phase of our journey and we stand by our commitment to provide Indian customers with a full range of products and services.”
Our typical marketing budget is usually 10 per cent of the topline spend
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