I felt that working around a real time branding problem would help me develop a grounded branding solution. I think it was challenging to overcome the negative word of mouth associated with the brand to create a fresh brand image.

Core Target Audience 30-45 year woman living in a city, who requires a car to move around in the neighbourhood areas for grocery shopping, visiting salon, dropping kids to school, going to the gym, going to the city club etc. Tata Nano would be the second or third car for such a household.

Positioning It would be positioned as ‘The Neighborhood Car’- a woman would see it as her own car, one she can rely on whenever she needs to step out of her house into the neighborhood. It’s a segment of independent women with a wide range of responsibilities, as a mother, a wife, a house maker, a friend and so on.

USP Utilitarian choice. I would like to add features to the car, which cater to her needs and lifestyle.

Essence ‘Pride of ownership driven by the convenience’.

Tone Empathetic, understanding, supportive, happy, honest

I have designed an intangible infrastructure of ‘position, personality, promise and emotion’. Tangible outcome for this project in the field of visual communication is an advertising campaign targeted towards my core audience. This includes print ads, digital ads and catalogue design. I have tried to take a problem solving approach for this project. This project was driven by my interest in the subject and hopes to get clarity on my larger interests in the field.