Mahindra Renault has launched a new campaign for its mid-sized sedan, Logan. "While the car delivers very well at the product level, we intend to connect Logan better emotionally with its target audience in the new campaign," said Nalin Mehta, COO, Mahindra Renault.
Launched last year to make a foray in the mid-sized segment, Mahindra Renault's Logan is pitted against popular sedans like the Honda City, Ford Fiesta, Maruti Suzuki SX4 and Indigo. While the launch films, developed by Saatchi & Saatchi, had dual objectives of establishing Renault and the car in India, the new campaign attempts to "glorify the personality of Logan," explained Mehta. Positioned as a car for the 'thinking man', "who if carefully considers various options before buying a car, will most probably settle for a Logan", according to Mehta, the campaign features Kunal Kapoor, the brand ambassador of the car.
The TVC details a day in the life of the protagonist. His musings are all about how everyone follows the herd in life situations. According to the voice-over, "We behave the same way, dress the same way, and even buy the same kind of cars…If only we'd stop for a moment and ask ourselves…but why?, Logan is the perfect repartee to all such questions."
The commercial ends with the new baseline – Logan: The answer is here.