Nissan: Ignite Your Carisma - Launching the big, bold and beautiful Nissan Magnite

Jyotsna Amla, Astha Sirpaul, Amit Kekre

Automobile manufacturer Nissan used a mass-precision campaign in India to launch the Magnite SUV and achieve 5,000 bookings in Nov–Dec 2020.

Campaign details

Brand: Nissan Brand owner: Nissan Entrant company: TBWA/IndiaIdea creation: TBWA/Gurgaon Market: India Sector: SUVs, 4x4s Media channels: Mobile & apps, Online display, Search marketing, Social media, Newspapers, Magazines - consumer, Radio & audio, Public relations, Virtual & augmented reality, Livestreaming Budget: 5 - 10 million

Executive summary

Nissan had an especially challenging year in 2020 in India. Its meagre 0.2% market share was the result of failed launches, lack of representation, a disengaged network, poor dealer visibility and low customer confidence. It...

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