{"id":42741,"date":"2012-06-25T14:22:52","date_gmt":"2012-06-25T13:22:52","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=2820"},"modified":"2026-02-19T13:27:53","modified_gmt":"2026-02-19T12:27:53","slug":"web-in-india","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2012\/06\/25\/web-in-india\/","title":{"rendered":"Nissan: lessons learnt from the Web in India"},"content":{"rendered":"<p><i>The Web in India, for most westerners is\u00a0uncharted\u00a0territory. The first afternoon session at the usefulsocialmedia conference Nissan &#8211; David Parkinson, General Manager of Social &amp; Digital engagement for EMEA &amp; India (@dave_nissan). Dave introduced his pitch by saying he is not an \u201cexpert\u201d that we all learn from our mistakes \u2026 I have made that statement very often myself so I cannot but agree more.<\/i><\/p>\n<h2>Nissan: lessons learnt from the Web in India<\/h2>\n<figure id=\"attachment_85424\" aria-describedby=\"caption-attachment-85424\" style=\"width: 1632px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-85424 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/gemini-generated-image-bpezpsbpezpsbpez.png\" alt=\"Nissan: lessons learnt from the Web in India\" width=\"1632\" height=\"640\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/gemini-generated-image-bpezpsbpezpsbpez.png 1632w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/gemini-generated-image-bpezpsbpezpsbpez-500x196.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/gemini-generated-image-bpezpsbpezpsbpez-1024x402.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/gemini-generated-image-bpezpsbpezpsbpez-768x301.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/gemini-generated-image-bpezpsbpezpsbpez-1536x602.png 1536w\" sizes=\"auto, (max-width: 1632px) 100vw, 1632px\" \/><figcaption id=\"caption-attachment-85424\" class=\"wp-caption-text\">Nissan: lessons learnt from the Web in India<\/figcaption><\/figure>\n<p>3 Nissan models are available in India amongst which the micra.<!--more--><\/p>\n<p><iframe loading=\"lazy\" title=\"New Star of India\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/KGU45aNm-C4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>The New star of India video shot in Bollywood by Nissan<\/p>\n<h3>What was the problem?<\/h3>\n<p>The spending by Nissan was smaller in this country and the mindshare in the country was less than 10% compared to 40+% for VW. The aim was to double the brand awareness in India. At the time, social media awareness was lacking and a lot of the social media activity was also swamped with kinds trying to get a job before Nissan took over the page. Nissan hired the AKQA agency from London and came up with 3 big ideas:<\/p>\n<ol>\n<li>big button in cities which could win prizes<\/li>\n<li>social game for finding cool things in the city<\/li>\n<li>crowd-sourced Bollywood movie!<\/li>\n<\/ol>\n<p>Idea 3 was retained.<\/p>\n<h3>About the Web in India<\/h3>\n<p>In India, mobile dominates, but 3G is still flaky. 60% of Internet users still access the Web through Internet caf\u00e9s. Facebook is now the most successful platform in India so it was the right place to be. The idea started with this big idea \u201cthe star of india\u201d off the www.facebook.com\/nissanindia page.<br \/>\nPeople were asked to come and audition: an application was created on Facebook which which the users could film themselves dancing and then votes would decide who would be chosen. Podiums were set up in shopping malls and in fact, this is where most videos came from because Indians could not film themselves and upload the videos. \u201cThe application was our first mistake\u201d David said and even, \u201csome users couldn\u2019t access the application at all\u201d he added. Recruitment went on and bloggers were also brought into the campaign.<br \/>\nBut an emerging market is \u201ca completely different kettle of fish\u201d<\/p>\n<ul>\n<li>did a good job of improving the recollection of the Micra in India (+50% awareness)<\/li>\n<li>the result for remembering Nissan was less successful David very honestly admitted<\/li>\n<li>The Facebook community went up to 500k users (from zero and became no.1 in India, above Audi!)<\/li>\n<\/ul>\n<p>What went right and wrong?<\/p>\n<ul>\n<li>engagement was tremendous<\/li>\n<li>success with Facebook was good but wasn\u2019t organic<\/li>\n<li>\u2026 yet the beauty is that fans are cheap in India<\/li>\n<li>the final film was good but \u2026 \u201cit was almost too good\u201d and besides, \u201cthere wasn\u2019t enough money left to do the PR\u201d David went on although PR is very important in India<\/li>\n<li>Lesson learnt is to make a lesser quality film and spend more on the PR(\u201cthe complexity of the PR market in India is tremendous\u201d)<\/li>\n<li>apps are too sophisticated for an emerging country<\/li>\n<li>Nissan found it also very difficult to wind the campaign down and \u201cthe ending wasn\u2019t graceful\u201d David said.<\/li>\n<li>\u201cnever under-estimate how you work with people in India, relationships are different\u201d so you \u201cneed someone on the ground\u201d<\/li>\n<\/ul>\n<p>Recommendations<\/p>\n<ul>\n<li>do your research<\/li>\n<li>Facebook may not be the right tool (in China, Russia for instance) or Twitter (in France)<\/li>\n<li>Emerging doesn\u2019t mean cheap (in a \u201crupee for rupee\u201d kind of way)<\/li>\n<\/ul>\n<p>Q&amp;A<\/p>\n<ul>\n<li>Q: did you consider Cricket?<\/li>\n<li>A: the first problem was that the sponsor was already another car manufacturer and the second\u00a0 that Cricket is very expensive (one sponsor spent as much as $1m to support a batsman in India!)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The first afternoon session at the usefulsocialmedia conference Nissan &#8211; David Parkinson, General Manager of Social &amp; Digital engagement for EMEA &amp; India (@dave_nissan). Dave introduced his pitch by saying he is not an \u201cexpert\u201d that we all learn from our mistakes \u2026 I have made that statement very often myself so I cannot but agree more.<\/p>\n","protected":false},"author":2,"featured_media":85424,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4073],"tags":[4368,4501,4707,4891,4924],"class_list":["post-42741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-emerging-countries","tag-india","tag-nissan","tag-social-media","tag-star-of-india"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nissan: lessons learnt from the Web in India<\/title>\n<meta name=\"description\" content=\"The Web in India, for most westerners is\u00a0uncharted\u00a0territory. 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