Post the end of its joint venture with Mahindra & Mahindra in 2010, Renault is now ready with a new brand campaign introducing itself to India and emphasising the company's heritage. The campaign, created by Law & Kenneth, will be seen in print, outdoor, on-ground and digital, and will blend into the first product campaign for Renault Fluence which will start in the second week of June.
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When asked about the brief for the new campaign, Anil Nair, chief executive officer and managing partner, Law & Kenneth, said, "The brief was to present the real Renault brand and its strengths to the Indian customer. Renault has launched itself India with a very ambitious task of wanting to be among the top 3 international automotive brand in the next 3 to 5 years. So the task was to set the ground for our various product launches with a campaign that positions Renault as a global leader in automotive innovation and introduce the brand's core values to the Indian customer."
On how the creative idea was developed, Nair explained, "Renault has a very rich history in the automotive industry worldwide. Renault has been innovators and inventors right though their long journey. We felt that it will be a great starting point to present these innovations over the years as the credentials for the brand than make mere intent statements. So we converted all these innovations as part of Renault DNA and came up with "Bonjour India, We are Renault" idea.
Sudhir Rao, deputy managing director, Renault India, said, "It is a high impact brand campaign covering print and electronic media, radio, digital and outdoor. The purpose is to present to India, Renault’s unique DNA drawing on our 113 years of automotive innovation, making the French connection with style, elegance and luxury, yet positioning ourselves in an Indian context which is why we have used iconic backdrops.”
Marc Nassif, managing director, Renault India, added, "This campaign is an introduction of Brand ‘Renault’ to India. It informs and reinforces the revolutionary inventions done by Renault, since its inception. We wish to communicate and deliver a new driving and ownership experience called Renault, in India.”
Agency: Law & Kenneth
National creative director: Charles Victor
Vice president: Lerin Zacharia
Creative director: Pradeep Yeragi
Associate creative director: Divakar Shetty
Copy supervisor: Rishabh Dave
Senior art director: Paritosh Lonkar