Nano – People’s Car

Everyone is talking about the new kid on the block.

The media, the maid, people at work, your friends and even your stingy uncle from Russia – all feeding you with information, as if it were a newborn baby.

Awn… Look! It pooped. It smiled. It burped. Etc etc.

The family living next door is planning on booking one. Your friend from Punjab – who has all the right connections – is expecting delivery anytime soon. The guy at office – the one who serves tea and cleans your messy desk – has already booked a red coloured CX BSIII.

Now, you’re thinking about it. Unwillingly, unaware, your subconscious mind has gone in an orgy of Nano proportions. Before you can come to terms with all this madness, you realize there are feelings in your head for the Nano.

It’s the perfect toy for recession.

It reminds you of your college crush. Even though you scored the hottest babe, you still had a thing for the short and slightly chubby Mala, from Mrs. Perkin’s class. There was something uniquely cute and Indian about her. Especially when she walked around all goofy in a saree.

The Honda you bought last month – on instalments – the one parked outside, which is being washed at the moment, is feeling a bit jealous.

Call us sick, if you may. We can’t help this Indian feeling. It makes all of us proud. So god may not have blessed us with magnum hogs for the ladies, but he has certainly shown us the way. Nano way.

Back to present.

You open the morning paper and see a full-page advertisement of the Nano. It looks like a mini shuttle – full of dreams.
Its staring right back at you, with its goofy snooped snout and button like eyeball headlights. Want a ride?

You have to admit, the invitation is hard to resist, despite the Hondas of the world.

I remember at the time of Auto Expo 2008, I was completing an internship at an advertising agency in Mumbai. I flew down for the weekend to get a sneak peak of the Nano. Yes! I was there for the BMW, Porsche and Audi but Nano was up there with the big boys.

The Tata stall was the place to be. It was full of jabber and excitement. We could see kids being carried on their parent’s shoulders. Cameras being held high and above – to get the money shots.

Even though pushing and shoving comes naturally to us, one could feel the anxiety and spirit in the crowd. Initially, I thought they’re handing out free food.

A few minutes into the frenzy an overhead announcement was made. Moments later, Mr Ratan Tata rolled out onto the stage, in a red Nano – the world was never going to be the same.

That said.

The Nano has raised criticism and debate, but also dreams and hope.

Many are talking about the infrastructure needed for the clogged and choked roads, while others are planning picnics.

Whatever the outcome be, we certainly are very proud.


See what the New York Times is saying here.

By Paul Syng

PSD is a multi-disciplinary design practice based in Toronto. The studio focuses on a problem-solving approach that can take any form or function.