Indiantelevision.com Team

(8 May 2010 9:05 pm)

MUMBAI: Nissan Motors, the Japanese car manufacturing company, is entering in the Indian small-car market with Nissan Micra in India in July.

The company, going with the preferred marketing model, has roped in Bollywood's newest cool dude Ranbir Kapoor to be their brand ambassador.

Nissan Motor India Pvt Ltd (NMIPL) has signed a three-year contract with Kappor, during which he will endorse its products and services.

Nissan Micra will be priced somewhere between Rs 400,000-600,000 and will be available at 20 outlets across India. The company already started bookings for the car since 25 May and has recieved 400 requests so far.

However, the Indian hatchback car market is a tough one as Nissan is coming in after a host of other international players. Nissan's Micra will have to offer something distinct to compete with the likes of Hyundai (Santro, Getz, i10 and i20), Maruti (Swift, Ritz, WagonR, A star), Chevrolet (Beat) and the more recently launched Fiat (Punto) and Volkswagon (Polo).

With Shah Rukh Khan promoting the Hyundai cars, R Madhawan being WagonR's new blue eyed boy and Saif Ali Khan Chevrolets brand ambassador, all hard and soft selling their brands via TVC's and other marketing promos, will Ranbir and Nissan be an also ran, or can they push the right buttons of the Indian consumer?

NMIPL MD and CEO Kiminobu Tokuyama said, "We are delighted to have Ranbir Kapoor as our brand ambassador. Nissan is a car company with a 'Passion for Cars'. Our brand heritage stands for producing cars that maximize life and provide the joy of everyday driving. We believe Ranbir with his uber cool charm and mass appeal brings in a perfect connect with our brand."

The company plans to open up 36 outlets across India by the end of the year. The first two TVC's with Ranbir have already been shot and they will start airing from 10 June onwards. The marketing campaign revolves around simpler city driving, convenience and better living within the chaos of everyday city life.

Kapoor said, "It is an honour and privilege to be associated with Nissan, which is a leading global automotive brand. I have been a great admirer of Nissan cars during my days spent in Europe. Some of their cars like the GTR, 370Z, which has been introduced in India are all iconic products. I am happy to know that Nissan is very serious and commitment in their plans for India and they have an exciting range of products lined up beginning with the new Nissan Micra. The Micra is a class-defining product and I am particularly excited, as it has been designed for city driving."

The next in line from Nissan will be the Sedan that would be launched sometime next year.