Sunburn complements Renault’s legacy and brand ethos"- Rafael Treguer, Renault
Renault India, one of the growing automotive companies in India has recently announced its partnership as a Co-Presenter for the upcoming season of Sunburn, one of the biggest EDM music festivals in the country. In addition to the association with the music festival, the automobile brand has also rolled out “Spot the Kwid” & “Kwid to Sunburn Goa” campaigns to drive consumer engagement around the music festival.
We at EE, take a deep dive into the association and find out more details about the campaign and the association.
Speaking on why Renault decided to associate only its budgeted car Kwid with Sunburn, Rafael Treguer said, "Renault has created a milestone in the Indian automobile Industry by launching Renault KWID. The product is astutely designed and loaded with class leading features along with a superb mileage of 25.17 kmpl and best in class space. With over 50,000 customer orders, Renault Kwid is set to become a true game-changer in India. Taking this journey forward, we wanted to showcase the Attractive, Innovative and Affordable Renault Kwid at Sunburn."
But with so many EDM festivals in the country today. Was there any specific reason to choose Sunburn? Answering this Rafael Treguer added, "Sunburn, is one of the largest music festivals in the world which complements Renault’s legacy and brand ethos of celebrating passion for life. Such innovative associations are helping Renault augment its brand familiarization in India in a short span of time."
Speaking about the campaign, Karan Singh says, "The “Spot the Kwid” & “Kwid to Sunburn Goa” campaigns by Renault are aimed at engaging the automobile brand's TG by building a brand image that is youthful, cool and aspirational. As part of the campaign activity, Kwid will be showcased across the top 7 metros of the country, namely – Mumbai, Delhi, Kolkata, Pune, Chennai, Bangalore & Hyderabad. The campaign will gratify winners from each city with an all expense paid road trip to Sunburn Goa in the Renault KWID. The car will be promoted throughout the festival as the “Official Sunburn Car” for 2015."
Apart from this, Percept Live will also organise Sunburn events in the target markets for Renault that will drive maximum walk-in’s to the Renault Showrooms through gratifications with Sunburn Tickets/ merchandise.
"Additionally, test drives will also be promoted across key metros in India with a similar gratification. The campaigns will be promoted by Percept One – the marcom division of Percept, through a massive 360 degree customized communication plan covering Print, TV, Digital and OOH media, reaching out and engaging thousands of Sunburn Fans from across the country"-adds Singh.
When asked on if the association between the brands is for this year only? Karan Singh responded to the same by saying, "This is a long term association that will continue for 3 years. Renault will co-present Sunburn until 2018."
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