Datsun redi-GO: India's first car election campaign

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Campaign details

Agency: TBWA\IndiaBrand: Datsun redi-GOBrand owner: DatsunMarket: India

Executive Summary

As a new and unknown entry-level car brand in India, Datsun redi-GO needed a compelling voice, given that its competition was a well-established leader with over 30 years of dominance in the automotive category. We decided to connect with Young Risers with the self-belief to not accept the world the way it is. To motivate this audience, the campaign showed the middle finger to the codes of auto industry advertising. Instead, it instigated them to #VOTEFORCHANGE by initiating the world's first ever...

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