Challenge As she evaluated the promotional campaigns for the Nissan Micra and the Tata Nano for Slym, Deshpande needed to pay careful attention to the role played by traditional and social media and the similarities and differences in how Nissan and Tata used these media. Would the Micra campaign have been equally appropriate for the Nano, and vice versa? Both brands made extensive use of Facebook in their campaigns and built measurable engagement, but she needed to figure out how it could be sustained over time