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BW Businessworld

Always A Challenger Brand

In an interview with BW Businessworld, Jerome Saigot, Managing Director, Nissan Motor India, tells Ruhail Amin about the company’s future plans

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Having completed five successful years in India and with over one lakh unit sales last year, Datsun India is now looking at tier-I and tier-II cities for its next phase of growth. The brand is also leveraging India’s growing digital push to reach out to its customer base in a big way. In an interview with BW, Jerome Saigot, Managing Director, Nissan Motor India, tells Ruhail Amin about the company’s future plans

What are the insights behind the MorePower2You campaign? 
We are celebrating five successful yeas of Datsun globally. #MorePower2You brings alive the inspiring stories of Datsun owners who took that extra mile towards their passion and ambition. With this campaign, we aim to recognise and celebrate the bold choices of our customers from different walks, the obstacles they have overcome, and how Datsun redi-GO has been essential in their journey.

What kind of campaigns will we see in the coming time? 
Our focus is on being disruptive. At the heart of our campaigns are customers who are challenging the status-quo. Datsun is also aggressively reaching out to potential customers in regional markets through experiential activities. Experiential marketing is extremely important to our approach as it provides people a platform to interface with our car and understand its underpinning technologies.

Focusing specifically on tier II and III, we recently kicked off the third edition of Datsun Experience Zone. The three-month long promotion activity comprises 12 specially designed canter vans adorned with eye-catching livery featuring our fifth anniversary celebration campaign that will travel to 750 different locations. The Experience Zone represents our commitment to reach out to consumers in the hinterlands and give them an experience of our brand promise.

How do you plan to promote this campaign? 

#MorePower2You features three powerful stories that talk about the journey of Datsun customers who carved new paths and made bold choices towards living a life with new possibilities. The story of Rishav Basu, a young Kolkata-based mass communication graduate, showcases how he excelled in theatre being in Kolkata and found his life’s passion. Another story is of Hari Sankar Babu C, a Merchant Navy Officer from Kollam (Kerala), who hailed from a family of doctors and engineers, yet chose his own path of discovery, by exploring vast oceans to discover new adventures. We are now working towards the second phase of this campaign, stay tuned.  

How have your past campaigns performed?
Datsun has always been a challenger brand. Our #ISayYes campaign helped us build a strong connection with young and ambitious Indians and inspired young risers to come forward and share their dreams with the world.

The election-based #VoteForChange campaign urged young India to exercise its right to new choices through a series of planned social activations and innovative storytelling. Now, with our latest #MorePower2You campaign, we have received 6,564,800 organic impressions through Facebook, and close to 553,396 engagements on Twitter.

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