Nissan Micra ties up with Fever FM to host live radio shows on the move

By Surina Sayal , afaqs!, Mumbai | In Advertising | July 20, 2010
Nissan India has tied up with Fever 104 FM to promote the new Micra by conducting live shows across three cities from the car that is on the move

While hosting live radio shows from locations away from the studio is now common, hosting one from a car on the move is certainly a novel idea.

Nissan Motor India has launched a unique promotional campaign for its new hatchback, Micra, in association with Fever 104 FM, where a four day initiative will involve well known radio jockeys (RJs) Anurag Pandey and Karan Singh conducting live shows from a Nissan Micra on the move.

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This activity will take place from Tuesday, July 20 to Friday, July 23 in Delhi, Mumbai and Bengaluru. It aims to promote the 'Coming to office in style and comfort' theme with a focus on the Micra.

The entire campaign will take place in two phases - teaser and revealer. In the teaser phase, promos of the Nissan Micra will be aired, along with RJ mentions, on July 20 and 21. The teaser will involve the RJs saying things such as 'My life sucks, the traffic is a pain, how can I commute more comfortably?' and the boss offering the Micra as a solution for daily office commute.

They will also ask listeners to call in and suggest how they can commute more comfortably. The revealer phase will entail the actual airing of the shows live from a Micra being driven around the city.

Abhijeet Pandit, vice-president, sales, marketing and after sales, Hover Automotive India (Nissan's exclusive strategic alliance partner), says, "This unique concept with Fever will further help strengthen the Micra as the preferred mobility solution for city traffic conditions. We are confident that this alliance will hugely benefit the Micra."

Neeraj Chaturvedi, chief operating officer, Fever FM, tells afaqs!, "While there is a technical challenge in terms of getting the quality of sound right, we don't foresee any other challenges. The RJ will travel across the city in the car doing his regular show but will tie in the Micra every now and then and discuss its style and comfort."

The Micra boasts of category first features such as keyless entry, push button engine start/stop system and electric foldable mirrors, among other unique features.

Pandit adds, "I'm convinced that the recent price announcement will encourage more people to opt for the Micra as their car of choice."

Nissan Motor India recently announced the pricing for the Micra. The ex-showroom (Delhi) prices for the Nissan Micra are INR 3,98,000 for XE (entry); INR 4,69,500 for XL (mid) and INR 528,800 for XV (top) variants respectively. Furthermore, the car will be offered at a uniform ex-showroom price across the country.

Nissan also carried out a few BTL (below-the-line) activities prior to the launch in the past few months. Specially created pavilions were set up in malls, with interactive LCD display kiosks, where trained Nissan promoters guided visitors and encouraged them to participate and learn more about the car. Additionally, a unique wire frame design of the Micra was on display, providing curious customers an opportunity to 'touch and feel' the car before they got to see the real one at dealer showrooms.

For the record, the existing range of Nissan India's products include the X-Trail (SUV model), the Teana (luxury Sedan) and 370Z (iconic sports car) - all three imported from Japan as CBU (completely built units). The launch of the first locally made global compact hatchback (Nissan Micra) in July 2010 marks Nissan's serious foray into the mass market in India.