Strategy

Datsun is a brand for young risers; it’s a challenger brand.

So we packaged the stories and looked at them from the prism of the brand pillars to establish a brand connect. We looked at the challenger proposition and the explorer proposition; we looked at people who want to define success on their own merits – these were the three key areas kept in mind while devising this campaign.

• The product was never the hero; it was always about real people and the authenticity and credibility of what they’ve gone through in their life and their decisions which have made them real heroes in their own right.
• While scripting the stories, we made sure that we didn’t move away from reality; we kept it as authentic and simple as possible. The car, if at all in the video, was presented in everyday context of people like you and us.
• Phase 2 was strategically made more expansive, to connect with an audience who is not yet a Datsun owner yet could identify with its values. It again featured simple yet inspiring real stories, that could establish the brand connect well.