Nissan to launch campaign to promote Teana and X-Trail

The Japanese auto major Nissan is launching a campaign to promote two models – Teana and X-Trail. The media mix for both vehicles will use only print and out-of-home, moving on to digital media and activations in the coming months.

Nitish Tipnis, CEO, Hover Automotive, which is responsible for Nissan's marketing in India, says, "Nissan has not made an impact till now in the Indian market. What we've done differently is that for the first time we launched two models -- Teana and X-Trail at the same time. The advertising campaign for both vehicles aims to create an aspirational value for the brand."

TBWA\India handles the creative duties of Nissan in India.

Nissan has launched updated versions of its Teana luxury saloon and X-Trail SUV in India. The Teana is fitted with a powerful 2.5-litre V6 engine and CVT transmission and costs between Rs21 lakh (base model) to Rs25.40 lakh (top end model, with dual sunroof and rear seat AC vents), ex-showroom Delhi. The 4WD X-Trail is priced at Rs20.81 lakh for the manual transmission version and Rs25 lakh for the automatic.

Nissan, which came to India officially in 2004, has only sold around 1,000 units of the X-Trail and 300 units of the Teana till date. Kiminobu Tokuyama, CEO and MD, Nissan Motor India Pvt Ltd, insists that Nissan has big plans for India and that it is the country where Nissan will invest a large percentage of its resources for future growth and development. By 2012, Nissan aims to sell as many as nine models in India, of which five would be manufactured here.

Rather than big cars and SUVs, Nissan's salvation in India may lie with smaller cars and the Japanese company will start making its all-new Micra hatchback in India, in 2010. The new Micra, which will be made at Nissan's factory near Chennai, is likely to provide a firm footing to the company's operations in this country.