Tata launched a social media campaign to promote its new Nano Twist model and move its brand image from a cheap car to trendy and affordable. The campaign used influencer marketing on Twitter with the hashtag #NanoBiddingWar during the busy period of IPL and elections. Six influencers represented the six car colors and engaged followers for 3 days. The campaign was highly successful, generating 143 million impressions and trending the hashtag in India and worldwide. It resulted in earned media worth 15% of Tata's annual digital budget.