Lead conceptualiser & Creative Director for Tata Nano Superdrive
Not just another car launch.
9000 kilometres, 100,000 followers, 25,000 expressions of intent for the world’s cheapest ultra compact.
Awarded the best multi-venue event by Exhibitor magazine’s Corporate Event Awards.
(c) all image and art are copyright of the Exhibitor magazine
One great idea inspires another.
The Tata Nano was a concept poised to revolutionize personal mobility in India; a market of more than billion consumers where family transport still meant mum, dad and 3 kids on a motorcycle, navigating treacherous roads and braving inclement weather.
Touted as the world’s cheapest all weather family transportation, the tiny 4 seater car found instant acclaim.
However its success was shortlived. A double whammy of labour problems leading to non-availability of the Nano and massive wait-times was compounded by reports of the vehicle catching fire when underway.
Tata Motors moved swiftly to relocate the manufacturing facility to a pro-business state while its engineering team addressed the safety issues. The company wanted to go to market with a two-fold claim: the Tata Nano is a robust and reliable vehicle, now available off-the-shelf.
The creative thought process was rooted in the idea of the “yatra” – a uniquely Indian concept which lay at the intersection of a pilgrimage, an odyssey, a journey of discovery and self discovery.
The idea was brought to real life in the form of three cavalcades of 9 vehicles each which rolled off the assembly line at the new factory and traversed the length and breadth of the country to the North, East and South before re-convening in Mumbai for a formal launch event.
While the Superdrive was en route, fans could follow the journey via social media, could enter a contest to drive a route and could sign up for test drive experience at local stopover events.