Renault plays Santa for orphans in Mumbai on X-mas, L&K Saatchi & Saatchi executes
As part of its Driving Smiles initiative, Renault India decided to do something special for Christmas by reaching out to both customers and communities. Along with creative agency Law & Kenneth Saatchi & Saatchi, they ensured that the spirit of the season came alive for orphans in Mumbai.
Renault India partnered with Our Lady’s Home in Mumbai, an institution that offers refuge to orphaned and destitute boys, for the Renault Christmas Surprise. Renault Lodgy owners and their families opened their hearts to the less fortunate by interacting with them and treating them to a day of fun and excitement.
The experience began with the children being driven in a convoy of Renault Lodgys to a Christmas carnival. The carnival was hosted by Renault Lodgy families and featured an array of activities including exciting rides, fun games and delicious food counters. The highlight of the day was when Santa Claus arrived, with gifts and goodies for all the kids. The joy on the children’s faces and the feeling of satisfaction in the families enhanced the Christmas spirit and made the celebration truly memorable for everyone.
Virat Khullar, Head of Marketing, Renault India, said, “At Renault, our aim is to find new and better ways to collaborate with the Indian audiences and make their experience better. The more people you have to celebrate with you, the more happiness it brings; this thought of togetherness is what has driven Renault over the years. As Christmas is all about spreading joy and happiness, it became the perfect way to share joy with those who don’t have families of their own and continue to build on getting people together.”
Charles Victor, National Creative Director, Law & Kenneth Saatchi & Saatchi said, “What do brands do during festivals? Have sales, give customers discounts, trumpet their offers. Renault decided to do something else this year. During Diwali, we said the one thing we’d sell is happiness and so we had the wonderful drive to a little village by Renault owners that led to such joy. And now with Christmas, we decided to take the celebrations to the ones who don’t really have big year-end celebrations. Brands can do good and make a difference. And we’re glad we could prove it!”
Vivek Kumar Duggal, Senior Vice President, Law & Kenneth Saatchi & Saatchi said, “Christmas is a joyous, celebratory time of the year. The Christmas cheer only grows if shared… especially with those not as privileged. Our brand, Renault Lodgy constituted the perfect fit to take this thought forward.”
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