Datsun, Nissan owned brand, announced the commencement of the ‘Ready India’ campaign to celebrate the launch of the country’s first urban cross vehicle, Datsun redi-GO. This campaign will highlight a television commercial that is aimed to inspire at up-and-coming young risers and to change the perspective of the world’s view to stimulate change in their world view by looking at it from a new perspective.
Speaking on the launch of the campaign, Arun Malhotra, managing director, Nissan Motor India Pvt. Ltd., said, “With the launch of the Datsun redi-GO, we are striving to redefine the entry-level car segment in India. To reinforce redi-GO’s positioning in the marketplace, we are today announcing the launch of the ‘Ready India’ campaign. The focus of this campaign is to directly connect with the brand’s target audience - the young risers.”
The new television commercial will connect with young viewers through its lively music and catchy lyrics. Where some of the leading artists from Bollywood also contributed to the creation of the TVC that will go live today on television channels. Furthermore, music director Ram Sampath composed the music for the commercial while Sona Mohapatra contributed by lending her voice for the campaign.
Speaking on the idea behind the campaign, Govind Pandey, CEO of TBWA India, said, "Datsun is a young, challenger brand – backed by the global experience of Nissan – that is breaking new ground in India. The new Datsun redi-GO is aimed at the young risers who are raring to go and questioning the status quo. They want to 'Be a Voice, Not an Echo'. They are looking at the world with a fresh perspective to create new opportunities for themselves and fulfill their dreams. Our aim with the ‘Ready India’ campaign is breaking new ground in India by providing exactly what its customers need with the all new redi-GO. The ‘Ready India’ campaign further supplements the Datsun brand philosophy along with the attributes of the Datsun redi-GO – Fun, Freedom and Confidence. Our focus was to capture and extend this sentiment to all the young risers, to look at their choices boldly with a new outlook on life."
Speaking of the redi-GO, the hatchback is powered by a 800 cc engine that can produce 53bhp and 72Nm of torque. The car comes mated to a 5-speed manual transmission. The engine uses the iSAT technology, i.e., the Intelligent Spark Automated Technology. Claimed mileage is rated at 25.17kmpl, again, same as the Kwid and is priced from Rs 2.39 lakh to Rs 3.34 lakh (ex-showroom, New Delhi).