The world’s least expensive car, the Tata Nano’s original purpose in design was to be a modern Ford Model-T, mobilizing millions of families in India.
Despite the Nano’s noble intentions, only 1,200 examples were sold in the month of September when initial projections expected a rather optimistic 20,000 vehicles per month. A new approach may be the remedy and that’s exactly what Tata hopes to achieve with its new Nano commercial.
Targeting India’s young, active, and likable college students, the ad features American idioms sprinkled throughout that frankly sound a little contrived.
The Nano boasts a passenger space increase of 21 percent. Tata also shows off the Nano’s acceleration (good for passing trucks on Indian highways) as well as ride quality and ground clearance capable of fording a spring creek. The Nano’s A/C is so strong that one buddy decides to hibernate, allowing everyone else to enjoy a popular college pastime that involves black markers and camera phones. Finally, the twisty and mountainous roads to the weekend getaway help to demonstrate Nano’s best-in-India 25 km/liter petrol mileage as well as its short turning radius.
See the commercial for yourself after the jump