Tata negates Rediffusion claim over Nano account, goes with Vaishnavi

Public relations company Rediffusion Y&R’s claim that it has bagged the Tata Nano communication campaign account has been negated by the Tatas. The automotive company in the Tatas’ stable has clarified that Vaishnavi Corporate Communications is the public relations agency of the company, its businesses and brands.

The clarification came soon after Rediffusion – Y&R said it had pocketed the Tata Nano communication campaign. We reported this a few days back, that the entire communications campaign for the Tata Nano would be handled by Rediffusion Y&R. Well, we were wrong. The Tatas have decided to entrust Vaishnavi Communications which has had a long term association with the Tatas for the job.

There was certainly some misunderstanding or miscommunication between Tata and Rediffusion – Y&R. However, no one seems to have a clue about how it happened. Tata or Rediffusion are not telling.

The Tata Nano account may be considered the most coveted account of 2009 for Vaishnavi. Tata Motors has announced the rollout of people’s car soon. With the clarification from Tata Motors coming about, it has now become clear that the Nano communication campaign will be handled and launched nationwide by Vaishnavi. The auto maker has reiterated this in statement too.

Tatas said that the PR company had in fact handled the launch and introductory communication of the so-called Rs one lakh family car in January 2008 and the commercial vehicles business of Tata from Mumbai for 25 years. The latest claim by Rediffusion however has not gone down well with Tatas as it clearly banks on Vaishnavi’s expertise in handling the account.

Meanwhile, Rediffusion officials have not come out with any further statement making it easy for Vaishnavi and Tatas to explain their stance. The claim by Rediffusion was in such a way that it talked like the deal has been struck with Tatas and that Nano advertisement campaigns would stat rolling soon. However, the Tatas’ clarification has poured cold water on its hopes for bagging the Nano campaign.