MUMBAI: Building up to the fifth anniversary celebration in India, Datsun has launched #MorePower2You - a campaign that brings alive inspiring stories of real Datsun redi-GO owners. Through this initiative, the brand aims to recognise and celebrate the bold choices Datsun redi-GO owners have made to realise their dreams across different walks of life.
Nissan Motor India managing director Jerome Saigot says, “Bold and fearless, passionate and self-driven is what defines Datsun and its owners. #MorePower2You is a celebration of bold expressions, passion and the unconventional paths Datsun redi-GO owners have embarked upon to realise their dreams and achieve success in life. We are extremely proud to have such passionate owners as part of our Datsun family and salute their spirit!”
A three-part series comprising of short two minute films of Datsun owners across different parts of the country showcases the obstacles they have overcome to achieve their dreams and how their Datsun red-GO has been an integral part of this journey. Based on digital platform, the campaign will be driven through a series of planned social activations and innovative storytelling under the campaign hashtag #MorePower2You.
Digital has played a critical role in the company’s successful run in India and in fact, digital is leading Datsun’s main communication and marketing strategy. This approach is driven by the fact that globally almost 70 per cent of car sales are digitally influenced. Customers today have great knowledge about the product even before visiting the showroom. This has hugely influenced the way we are communicating with our customers.
Datsun originated in Japan as DAT-GO (the DAT-car) almost a century ago in 1914. The word DAT means ‘lightning-fast’ in Japanese but is also a reference to the first letters of family names of the three financiers who supported the business at the time: Den, Aoyama and Takeuchi. Using the same logic, it was promoted as durable, attractive and trustworthy, or DAT for short. Nissan Motor announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti, in March 2012.
