Rediffusion, a leading advertising agency has bagged the advertising mandate for Tata's One Lakh car alias People's Car. The car will be showcased at the Auto Expo in Jan 2008. This prestigious and challenging account will be handled by Diwan Arun Nanda, who promoted Rediffusion and was integral in getting the account, though the official confirmation is yet to be announced.
The competition for the account was between Piyush Pandey led O&M, Anil Kapoor's FCB Ulka, and Mr. Nanda's Rediffusion. Rediffusion is currently handling the commercial vehicle portfolio for Tata and this will be their first passenger car project. Part of Tata's account is also handled by O&M with SUVs Safari and Sumo and FCB Ulka with passenger vehicles such as Indica and Indigo Marina. The estimated figure for promotion is expected to be between 25 - 30 Crore for a year and the launch is expected to take place during Diwali in 2008.
The entire launch event for Tata at the Auto Expo will be handled by ShowDiff, Rediff's event management company, including the print-ad that Rediff will creatively design to hit the pages of all major newspapers the same morning.
This launch will carve a new car market segment and reach a broader base of the pyramid. The style and design of the car have been completed and the prototypes are being tested in the plant. It is expected to be a 600 cc rear engine car that delivers 30 bhp and excellent fuel economy.