The ‘Nano: Art in Motion’ programme was designed to celebrate life, creativity, freedom and the spread of culture. The inaugural art car featured the Tata Nano as a canvas, being painted by renowned artist, Sangeeta Babani, assisted by Anil Dingankar. It was painted from September 14 to September 16 at the High Street Phoenix in Mumbai.
Lodestar UM Content & Experiences executed the three-day event. The first two days had the artist paint the Nano in the vibrant color palette she is known for. She brought alive the theme of celebration using her signature blend of realism and the abstract. On the last day, the art car was open to visitors for interaction and engagement. The initiative married art and festivity to make the Nano go beyond its functionality as a car, shared an official release.
Launching ‘Nano: Art in Motion’, Delna Avari, Head (Nano Product Group), Tata Motors said, “The Tata Nano is a true innovation and a fun car, and art is all about having fun with colours, creativity and personal expression. Through this initiative, we are marrying art and utility to showcase a series of Tata Nano cars, which will be embellished with varying theme-based imagery, further accentuating the brand’s personality as a potent personal symbol. The first art car will focus around the theme of celebration. We are delighted to have Sangeeta Babani as part of the kick-off to this exciting new series.”
Once painted, the colourful Tata Nano will tour the city during Ganesh Chaturthi festivity, visiting pandals and popular Mumbai destinations. Besides the pandals, the colorful Nano will also visit orphanage homes and children’s schools to spread happiness.
A digital contest ‘Catch the Art Nano’ has been launched where keen observers of the Art Nano can upload their photos of the car, taken during its tour of the city, to a special Facebook application on the Nano’s fan page. The fan with the best shot of the Art Nano will be selected for a special visit by the car.
Our typical marketing budget is usually 10 per cent of the topline spend