Datsun launches new brand campaign #VoteForChange to engage with India’s young risers
NEW DELHI, India (June 1, 2017)
Celebrating three years of fulfilling the dream of owning accessible mobility, building trust with customers and focusing on their needs, Datsun India today launched a new brand campaign called #VoteForChange.
The campaign’s objective is to disrupt the longstanding conventional wisdom concerning the small car segment. #VoteForChange is an innovative and light-hearted brand campaign which uses elections as a theme to reach out to the people and capture their attention. Elections are periodic opportunities for people to stand up, indicate their choice, and send a strong signal to those at the top. Elections force change, new leaders emerge, and the conventional order is disrupted. Datsun’s #VoteForChange campaign is a way for people to ‘declare independence’, particularly first-time car buyers, who have long experienced few choices in the small car segment, which has been dominated by major players.
The Datsun #VoteForChange campaign, with its ‘candidates for change’ manifesto, speaks to Young India’s hunger for transformation and urges them to exercise their right to new choices through a series of planned social activations and innovative storytelling. Datsun believes the Indian small car segment has entered a period of transformation: car buyers want new choices.
Commenting on the new brand campaign, Jerome Saigot, Vice President, Datsun India, said, “Datsun is a challenger brand and we have been competing with the established players in the industry for three years now. Our new #VoteForChange campaign was sparked by the notion of elections and choices. We believe that the secret to making a change is to focus positive energy--not on confronting the old, but building the new. Datsun aims to strike the right chord with young risers in India through this campaign.”
The #VoteForChange campaign will consist of 360 degree multimedia activities including a series of television commercials, and a major social activation phase which has multiple TVCs featuring celebrity Vinay Pathak playing various quirky avatars.
Elections in India have always captured the attention of the people in addition to being a powerful agent of change. Datsun India’s brand campaign aims to cut through geographical, cultural, and linguistic boundaries and invites people to actively participate in another process of change. #VoteForChange marks this period of transformation in the Indian small car segment and proclaims the time is right for car buyers to exercise their freedom of choice.
About Nissan Motor India Pvt. Ltd.
Nissan Motor India Private Ltd. (NMIPL) is a 100% subsidiary of Nissan Motor Co. Ltd. Japan. The company was incorporated in 2005 and offers innovative and exciting products across hatchback, MUV, SUV and sedan segments in India. Nissan together with its global alliance partner Renault set up a manufacturing plant and a Research & Development Centre near Chennai. Nissan in India has a portfolio of two brands, Nissan and Datsun. For more information, visit www.nissan.in.
Nissan Motor Co., Ltd. announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti, in March 2012. Datsun provides a sustainable motoring experience to optimistic up-and-coming customers in high-growth markets. Datsun represents 80 years of accumulated Japanese car making expertise and is an important part of Nissan's DNA. The new Datsun brand stands for Dream, Access and Trust. The overall Datsun customer offer includes a worry-free ownership experience at competitive cost, accessible services, with transparent pricing, and dealership proximity.
Datsun originated in Japan as DAT-GO (the DAT-car) almost a century ago in 1914. The word DAT means ‘lightning-fast’ in Japanese but is also a reference to the first letters of family names of the three financiers who supported the business at the time: Den, Aoyama and Takeuchi. Using the same logic, it was promoted as Durable, Attractive and Trustworthy, or DAT for short.
In 1933, Nissan’s founding father Yoshisuke Aikawa took over the business with a vision of “mobility for all”. The introduction of a lightweight, economical yet resilient car to meet the aspirations of young Japanese people in the early 1930s was named the ‘son of DAT’ – Datson - which later changed to Datsun. Local engineering and mass-production made the founder’s dream a reality.
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Nissan Motor India Pvt. Ltd.
Sheetal Jobanputra | Manveet Kaur
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