Globally, almost 70% of car sales are digitally influenced: MD, Nissan Motor India

Jerome Saigot, Managing Director, Nissan Motor India Pvt. Ltd, spoke about the Datsun’s journey in India and the way ahead

e4m by Ruhail Amin
Updated: Jun 11, 2018 8:55 AM

Having completed five successful years in India and with over one lakh unit sales last year, Datsun India is now aggressively looking at Tier 1 and Tier 2 cities for its next phase of growth. The brand is also leveraging India’s growing digital push to reach out to its customer base in a big way. In an interview with exchange4media, Jerome Saigot, Managing Director, Nissan Motor India Pvt. Ltd, spoke about the Datsun’s journey in India and way ahead.

Datsun has completed five years in India. How do you see this journey when you look back?

Since our entry in 2014, we have made steady growth in India. We are optimistic that the unique value proposition, stylish design, and features offered by Datsun products will help us tap more customers in the coming years. The year 2017-18 was positive for the brand and we continue to sustain this momentum. Last year, we achieved our one-lakh-sales milestone, and we will continue to expand our focus on Tier 2 and 3 markets where we currently clock the largest volumes. India is seen as the growth engine for the global automotive industry, and in the future Datsun will be targeting the most competitive segment in the passenger vehicles segment.

What role has digital has played in influencing customer choice and how are you engaging with them to stay on top?

Digital has played a critical role in our successful run in India, and we are leveraging digital platforms effectively to target our customers. In fact, digital is leading Datsun’s main communication and marketing strategy. This approach is driven by the fact that globally almost 70 per cent of car sales are digitally influenced. The impact of the digital customer is becoming an integral part in the auto purchase life cycle, disrupting the traditional car-buying experience and we are leveraging digital platforms effectively to target our customers.

What are the insights behind the MorePower2U campaign? What is the aspect of change/empowerment that the campaign is aiming to bring about amongst consumers?

We are celebrating five successful yeas of Datsun globally. #MorePower2You brings alive the inspiring stories of Datsun owners who take that extra mile
towards their passion and ambition. With this campaign, we aim to recognize and celebrate the bold choices our customers across different walks of life have
made, the obstacle they have overcome, and how Datsun redi-GO has been essential in their journey.

How have the past campaigns performed?

Datsun has always been a challenger brand and many of our customers have appreciated and enthusiastically participated in all our campaigns. #ISayYes has helped us build a strong connection with young, ambitious and aspirational Indians. Through various campaign legs, we have inspired young risers to come forward and share their dreams with the world.

The Datsun #VoteForChange campaign, was based on elections, and with its ‘Candidates for Change’ manifesto, speaks to young India’s hunger for transformation. It urges them to exercise their right to new choices through a series of planned social activations and innovative storytelling. Now, with our latest #MorePower2You campaign, we were focused to take the excitement and customer engagements a couple of notches ahead.The response to has bee overwhelming – we have received 6,564,800 organic impressions through Facebook, and close to 553,396 engagements on Twitter.

What kind of campaigns will audiences see in the coming time? What is Datsun’s focus behind them?

As a young, challenger brand, our focus is on being disruptive. At the heart of our campaigns are customers who are challenging the status-quo, much like Datsun. Datsun is also aggressively reaching out to potential customers in regional markets by creating new sales touch points through experiential activities. Experiential marketing is extremely important to our approach as it provides people a platform to interface with our car and understand its underpinning technologies.

Focusing specifically fontier 2 and tier 3 we recently kicked off the third edition of Datsun Experience Zone. The three months long promotion activity comprises of 12 specially designed canter vans adorned with eye-catching livery featuring our 5th anniversary celebration campaign that will travel to 750 different locations. The Experience Zone represents our commitment to reach out to consumers in the hinterlands and give them an experience of our brand promise.

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