Nissan Motors India Ltd.: Hack the SUV

Nissan launched the Kicks SUV into a crowded Indian market with a differentiating message about technology to attract interest from a young, urban affluent audience.

Campaign details

Brand: Nissan Motors India Ltd.Brand owner: Nissan MotorsLead agency: TBWA\IndiaContributing agencies: OMD, DigitasMarket: IndiaIndustries: SUVs, 4x4sMedia channels: Newspapers, Outdoor, out-of-home, Programmatic display, Social media, Television, Websites & micrositesBudget: 3 - 5 million

Executive summary

The Nissan Kicks launched in India with the goal of refreshing an ageing line up after two years of silence, and positioning Nissan as a tech company into intelligent mobility.

The objective was tough; the journey too. The launch was make-or-break for a brand with just 0.02% market share....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands