What it had to solve
After three years and more than 2.5 lakh (250,000) sales, Renault launched the New Feature-loaded KWID with first-in-class features — reverse parking camera, rear armrest, rear 12V socket — and needed a campaign to communicate the car's capability and new features.
How it works
An integrated campaign across TV, radio, print and digital: a digital film of brand ambassador Ranbir Kapoor surprising KWID customers, released on social platforms, plus a scenic TVC in which a herd of elephants cavorts with the cars as a young one is returned to the fold.
What it did
No campaign-specific results reported; the KWID had already sold over 2.5 lakh units in its first three years when the update launched.
Background
In August 2018, Renault India launched the campaign for its New Feature-loaded KWID, created by L&K Saatchi & Saatchi. The context was strong — the KWID had sold over 2.5 lakh units in three years, a car Renault India credited with reordering its fortunes — but the update's job was specific: make first-in-class features like the reverse parking camera, rear armrest and rear 12V socket part of the car's story.
The strategy was repositioning, not spec-listing. 'Inspired by its SUV design, we wanted to reposition it as an ally in adventure,' said executive creative director Kartik Smetacek. The insight from executive director Charles Victor: young Indians were increasingly taking short drive holidays and self-planned trips, making the SUV-inspired KWID 'a perfect match for this growing lifestyle' — a 'big small car' that stands for 'live for more'.
The campaign ran across TV, radio, print and digital. Its two faces: a digital film in which brand ambassador Ranbir Kapoor surprises KWID customers, released across social platforms, and a scenic TVC where a herd of elephants cavorts with the cars as a young elephant is returned to the fold — capability and charm dramatised without a feature readout.
Why it lands
Borrowing SUV styling codes let the budget KWID ride the aspiration of India's self-drive holiday boom.
The celebrity film surprises real customers, so the ambassador's role plays as a gift rather than a pitch.
The elephant TVC dramatises 'big small car' capability and gentleness without reading out a single spec.
What you can take
Repositioning a cheap car upmarket works by changing the story it stars in — from city runabout to adventure companion — not by adding specs alone.
Since then
The campaign rolled out across TV, radio, print and digital from August 2018; no campaign-specific results were published.
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