Renault Duster highlights true SUV spirit in new campaign

11 May,2017

By A Correspondent

 

Expanding the Duster stable, Renault launched a new variant of the Renault Dusterrecently. Conceptualised by Law and Kenneth Saatchi and Saatchi, the new TVC-led  campaign aims to encourage people to be more socially conscious, while highlighting the versatility of the Duster.

 

Said Virat Khullar – Head of Marketing, Renault India: “This is the first time Renault has introduced an emotive campaign on social awareness for the Duster. The TVC essentially retains the Duster’s iconic macho stance, but also adds a heart of gold to the narrative. The overarching objective was to realign the communication approach for the new Duster in a way that it resonates with both urban and semi urban audiences, thereby reaching out to a wider base of audience. The campaign subtly brings this emotion alive, through our protagonist, with his all-terrain capable and resilient new Renault Duster. The campaign essentially drives home the point to take the right step with the right intent that becomes a source of inspiration for others too”

 

Added Kartik Smetacek – Executive Creative Director, Law & Kenneth Saatchi & Saatchi: “The task was to build emotional appeal for the new Duster. We mined stories that would strike a chord with greater India, while also allowing us to demonstrate the inherent strength and capability of the car.”

 

Said Vivek Kumar Duggal – Sr. Vice President, Law & Kenneth Saatchi & Saatchi: “With over 1.5 lakh on-road, the Renault Duster has a pan-India presence. Our narrative therefore brings alive a palpable overarching Indian context. Our stories bring alive this emotion, through our protagonist, with his capable Duster.”

 

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