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2011-09-21 15:00

ALL THAT GLISTERS...: ...Is gold (and silver, rubies and diamonds) in the case of Tata's over-the-top marketing antics.

Mumbai - In a classic case of marketing overload, Tata this week revealed a Nano city car covered from bumper to bumper in close to 100kg of gold, silver and precious stones.

Once touted as the world’s cheapest car when it was launched in 2008, that moniker may take on a whole new meaning once this model hits the streets.

It’s not for sale – if it was, it would cost the equivalent of around R36m – but the working Nano is a marketing exercise in overdrive for the Tata Group’s Goldplus Jewellery company.

ROAD TRIP

Now seemingly enjoying the title of the world’s first jewellery car, this Nano was adorned to celebrate 5 000 years of jewellery making in India.

The special Nano heaves under 80kg of 22-carat gold and around 15kg of silver, diamonds, rubies and other precious stones.

Goldplus Nano will continue the glittering affair with a road trip around India to visit other Goldplus showrooms in that country.

It would probably be a good idea to keep this bling machine away from its potential South African fans, though…

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