Highlighting the safety and environment-friendly features of Tata Nano, Rediffusion DY&R has lined up an all-India single-day national print campaign roll out at an estimated adspend of Rs 4-5 crore (Rs 40-50 million).

According to Rediffusion, the advertising agency handling the publicity and creatives of Tata Nano car, apart from the print campaign, there will not be any other television campaign in the near future as the Tata Nano is expected to roll out closer to the Diwali season.

Tata Nano, in itself, is so amazing was obvious by the reaction of the people at the launch today. It's a celebrity of sorts and we will just have a national print campaign initially talking about the safety features among other things," Mahesh Chauhan, president, Rediffusion DY&R, told Business Standard.

• Tata Nano, world's cheapet car: Complete Coverage

While exact advertising spends are not known but industry sources say that Tata Motors [Get Quote] may initially allocate Rs 30 crore (Rs 300 million) towards advertising and promotions in the first year.

Though Rediffusion bagged the Tata Nano account only recently, the agency along with its celebrity management arm, Showdiff, was working on the project since early November, sources said.

It's too early, but the advertising agency source reveal that Tatas are not keen on hiring any brand ambassadors for Tata Nano.

The biggest achievement for us was the launch today. Even media in today's age could not find out any details of the car or its name, etc," Chauhan added.

• Tata Nano, world's cheapet car: Complete Coverage