Prabal Poddar, New Delhi
In order to captivate and promote their products their core target audience, Renault India has recently taken to the transit outdoor media format that reaches out to lakhs of people on a daily basis. The brand has used Metro wraps and metro train inside-panels of DMRC to propagate their brand as well as their latest offerings. The campaigns have been executed by Eg. Communications, the advertising media concessionaires of DMRC Metro wraps and in-train panels along with the brands’ respective outdoor media agency Omnicom Media. The campaigns has been executed on line 2, yellow line, that commutes from Jahangirpuri to Huda City Centre, covering 34 stations.
Omnicom Media Group will be running this campaign in the metro trains for a period of three months. The brand aims to create awareness about itself and showcase the wide range of cars by Renault to its customers. The campaign is highlighting the brand’s association with Ranbeer kapoor through metro wraps and inside panels and also showcasing the entire range of its vehicles in the country on the wraps.
“Renault India, is one of the youngest brands in the country and among the top 10 manufacturers in India, just in a span of four years. Renault will be launching the much awaited Renault KWID this year which is a vehicle for the masses. Renault has innovatively used a mix of all the mediums encapsulating a 360 degree approach to amplify its reach amongst the masses for Renault Kwid, which is a peoples’ car. Delhi Metro is the lifeline of public and is synonymous with affordable mobility. This alliance forged with Delhi Metro for the advertising is an apt juxtaposition that would reach the right target audience mix and fits in our innovative approach to reach customers through outdoor media and other means,” says, Virat Khullar, Head of Marketing, Renault India.
The campaign has been strategized to address the diversity of target audience and the potential buyers travelling in the metro. The focus is to create a repeated interaction of the audience with the Renault cars and prepare ground for upcoming launches.
“Renault, on its product strength has always build connect with audiences in a unique and innovative manner. The strategic choice of engaging with this ‘Delhi metro’ platform is to "remind & display entire range" of Renault India cars available to our TG who`s on the move across NCR,” says, Ashish Bhatnagar, Managing Director, North OMD India.