Expanding the Duster stable, Renault launched a new variant of the Renault Duster in May this year. The new Duster features a powerful 1.5L Petrol Engine along with a state-of-the-art Xtronic CVT transmission. It comes in a new colour and sports distinct exterior decals.
The new campaign seeks to build greater appeal, and expand the market base for a car that has been well accepted and loved by the country for over five years now.
The films celebrate the spirit of the DUSTER driver, characterised by a certain inner strength, sincerity and sense of duty – qualities that resonate with greater India. The personality reflects the DUSTER’s inherent characteristics of strength, resilience and real SUV capability. This is summed up in the brand’s new claim: The True SUV. A challenge thrown to all the posers in the category.
Mr. Virat Khullar - Head of Marketing, Renault India, said: “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”
The TVC opens with an aerial shot of the new Duster wherein the protagonist, a smart young guy, driving the new Duster CVT through a narrow hilly area with a perfect picturesque background. As the road takes a turn, the young fellow finds that the road is blocked by a trailer of oranges which accidentally got overturned. Further aggravating the situation, some hooligans are seen taking stocks of the strewn oranges while an insane biker is crushing the oranges lying over the road. Two elderly farmers vehemently try to prevent them but fail miserably in their attempts. The protagonist stops his Duster in the midst of the commotion and the hooligans escape from there. Braving all odds, the protagonist himself tries to move the trailer to clear the road-block while others get inspired too and join him. The film now portrays the dynamic SUV ability of the new Duster CVT as it literally helps in clearing the road-block, bringing smiles to the farmer’s face. The rendition of the TVC also aims to depict the protagonist as a Samaritan who stands up to break the archetypal barriers bothering all civilised citizens of the country. The film ends with the fruit trailer being towed by the powerful Duster CVT as it traverses through the scenic hilly landscape to drop the farmer at the market place.
Kartik Smetacek - Executive Creative Director, Law & Kenneth Saatchi & Saatchi said:
"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".
Vivek Kumar Duggal - Sr. Vice President, Law & Kenneth Saatchi & Saatchi summed up:
"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. We as a nation today, believe in doing right…to stand up and be counted where it matters. Our stories bring alive this emotion, through our protagonist, with his capable Duster".
Account Management: Anand Ashar, Zaid Sayed
Creative Agency: Law & Kenneth Saatchi & Saatchi
Executive Creative Director: Kartik Smetacek
Strategic Planner: Meraj Hasan, Aditya Basole
Vice President: Vivek Kumar Duggal (Senior)
Creatives: Divakar Shetty, Rishabh Dave, Srijith Nair