2.Creative Execution ‘‘Leveraging and creating content that could communicate the Nano essence’’Print:  We renamed ‘News in Brief’ columns as Nano News.

 Mini trivia columns were renamed Nano Corners.

 For the first time ever, legendary cartoonist R.K. Laxman created a special Nano Cartoon in the nation’s largest daily on launch day.Television:  Instead of conventional television spots, we had Nano Ads popping up on TV content. We deliberately created TV breaks of shorter duration called Nano Breaks.Radio:  Small breaks were called Nano Breaks, neighboring weekend getaways became Nano Destinations, and commuting shortcuts became Nano Smart Routes.Unconventional Media:  For the first time, small butter packs from Amul, Asia’s largest food brand, were renamed as Nano Butter Packs.

 And compact cellular phones were rebranded as Nano Phones.

3. Results and Effectiveness The Nanovations were carried out on 35 Publications, 380 Editions, 41 Radio Stations and 80 TV Channels  In a recessionary market a record 500,000 bookings in just 2 weeks. 5.4 million People visited the car’s official website within 24 hours of the launch. Headlines in newspapers began using ‘Nano’ as an adjective. There were editorials on the “Nano effect”. The Nano got unprecedented PR coverage. Marketers launched products on the Nano theme.