Renault has rolled out an ad campaign featuring Bollywood actor Anil Kapoor for its hatchback Pulse. Through the campaign created by Law and Kenneth, the brand wants to target the ‘young at heart’, communicating that the Pulse is one of the most powerful cars in its segment.
The film opens with a Renault Pulse stopping outside an office. Anil Kapoor, who plays a corporate honcho, gets out of the car and walks into the office. The liftman guides Kapoor to the elevator, but the latter chooses to run up the stairs instead. He greets his surprised colleagues with a ‘wassup’, and even sings a song while looking at official documents. He then informally greets his colleague who has made a presentation saying, ‘You’re the man’. These actions leave everyone stunned. Once he gets back home, his different behaviour continues as he greets his wife saying ‘Hi babes’. The secret behind his youthful exuberance is revealed when he thanks his son for lending his car (Renault Pulse) for the day. The film ends showing the father-son duo leaving their house the next morning. Kapoor steps past a chauffeur guiding him into the backseat of a sedan, preferring to take his son’s Pulse again.=
On the idea behind the campaign, Charles Victor, national creative director, Law & Kenneth, said, “The brief given by Renault was that the Pulse is a small tiny car with a powerful engine which makes it supremely zippy. A lot of people weren't aware of that. The idea came from the brief itself and we thought of portraying it as a car for people who are young at heart and want to have some fun.”
The campaign will comprise more TVCs, revealed Victor. He added, “The shorter ones will not be cut downs of this film, but will be showing different situations.”
Agency: Law and Kenneth