Small Car, Big Stories
In order to celebrate its fifth anniversary in India, Datsun has launched a new campaign that brings together many inspiring stories of Datsun car owners.
Through its new campaign called #MorePower2You, which includes a three-part series comprising short two-minute films of Datsun owners from across different parts of the country, the brand showcases the obstacles people have overcome to achieve their dreams and how their Datsun red-GO has been an integral part of their journey. With a digital first strategy in mind, the campaign will be driven through a series of planned social activations and innovative storytelling under the campaign hashtag #MorePower2You.
Known in the 1970s for its sporty, fuel-efficient models in markets such as the U.S., Datsun — a brand founded in 1931 — was revived once again to widen Nissan’s reach to customers in emerging markets, where car ownership levels are lower than in developed economies. For instance, Datsun’s new redi-Go hatchback is priced in India at about Rs 2,50,000 rupees and competes with Suzuki’s Alto 800 that goes for about Rs 2,70,000.
Commenting on the new campaign, Jerome Saigot, managing director of Nissan Motor India, says, “Bold and fearless, passionate and self-driven is what defines Datsun and its owners.
#MorePower2You is a celebration of bold expressions, passion and the unconventional paths Datsun redi-GO owners have embarked upon to realise their dreams and achieve success in life. We are extremely proud to have such passionate owners as part of our Datsun family and salute their spirit!”
Nissan currently commands 6 per cent of global auto sales with Africa, Middle East and India being key focus markets for its growth. The company expects to double the contribution to overall sales from these countries by 2022.
“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. Customers today have great knowledge about the product even before visiting the showroom. This has hugely influenced the way we are communicating with our customers,” says Saigot.
