BENGALURU: Tata Motors has announced a nation-wide launch of the new Vista VX Tech (Vista Tech) in Bengaluru today.

This comes in after the announcement of the launch of the New Nano Twist made by the company a few days ago. The campaign including TVC, print, online and outdoor in select cities is already underway for it, while a new TVC campaign for the Vista Tech commenced yesterday.

While unveiling the two vehicles, Tata Motors senior vice president commercial passenger vehicle business unit, Ankush Arora, also showcased a 15 second TVC for the Vista Tech created by Rediffusion Y&R and a 30 second TVC for the Nano Twist created by Draftfcb Ulka. “These TVCs’ will run across all channels, national as well as regional, and we plan to have a campaign in print, digital as well as outdoors in a select few cities,” says Arora while talking to indiantelevision.com. The New Nano’s positioning is ‘Celebrate Awareness’, while the tagline for the Vista Tech is ‘Designed to Thrill’.

“The response for the Nano Twist has been good, right since the launch of the vehicle in the Mumbai market a couple of days ago, we have received about 400 bookings from Bengaluru,” informs Arora.

According to industry sources, the automobile market in the country has set upon hard times and this low phase is likely to continue for another six to nine months until the elections are over and the policies of the powers that be at that time are in place.

To push sales, huge discounts on vehicles is more often a norm rather than an exception at present. Industry sources reveal that Tata Motors plans to spend around Rs 10 to 12 crore each for the Vista Tech and the Nano Twist towards mass media communications over the next month or so, probably until the next Auto Expo in New Delhi.

Lodestar UM handles the media buying for these two Tata Motors brands.