Innovation is a hallmark of brand Renault: Jatin Aggarwal
Jatin Aggarwal, Director- Public Affairs, Communication & CSR, Renault India Pvt Ltd, talks about how Renault has been employing innovative ways to market its new product TRIBER
Renault's new seven-seater TRIBER got an impressive response after its launch in the country. The TRIBER AMT will be a part of Renault’s car line-up at the Automobile Expo 2020 to acknowledge its success story. The French car manufacturer has been employing innovative methods to market the latest offering, one of which is collaborating with Sushmit Sen, founder of India's premier fusion rock band, Indian Ocean for its seven-seater.
Exchange4media had an interaction with Jatin Aggarwal, Director- Public Affairs, Communication &CSR, Renault India Pvt. Ltd.on Renault's innovations to present its latest offering TRIBER to the Indian market.
Can you give us a background about the planning for the Public Relations & Communications strategy for Renault TRIBER?
Renault TRIBER is the outcome of a joint project between Renault teams in India and France and has been specifically designed keeping in mind opportunities for innovative products in the Indian automotive market. Right from the get-go, our objective from a Communications standpoint was to highlight the USPs of TRIBER in a contemporary and innovative manner and showcase how this car caters to a wide set of customers and cannot be restricted to just one particular segment of the automotive industry.
Renault TRIBER offers an unmatched value proposition to customers looking at a less than a 4-meter car – one that is super-spacious, ultra-modular, affordable, fuel-efficient and attractive with a host of modern and practical features.
We developed a comprehensive communications strategy to showcase these USPs keeping creative story-telling as a guiding light throughout the launch campaign.
Can you tell us about the unique attributes in the Public Relations & Communications strategy for Renault TRIBER?
The launch of Renault TRIBER was scheduled in August 2019. From the beginning of the last year, we created multiple touchpoints to engage with the right mix of influencers and tell the TRIBER story. Right from the name reveal, to a global innovation event showcasing the brand’s penchant for innovation, to one of the largest car reveals with more than 450 media and influencers from 38 cities across the country, to specially designed photo-shoots, a big-bang launch followed by a mega drive event reaching out to influencers across the country. The launch campaign was a multi-faceted and thoroughly engaging experience. Post the launch of TRIBER, we have continued to develop a series of web, print and video content showcasing the versatility of this car.
Can you elaborate on some unique concepts through which you have initiated?
TRIBER is a multi-faceted car and has the capability to adapt to the driver’s needs. To showcase this, we created immersive experiences for key influencers and people from different walks of life. While the TRIBER can handle harsh Himalayan conditions, it can also easily cruise through highways or beaches with utmost comfort. We were even able to showcase the four different seating modes of the TRIBER, Life mode, Camp mode, Surf mode & Tribe mode, through the series of post-launch campaigns that we have done.
Some of these include -
Collaboration with Susmit Sen, the founding member of India Ocean and a veteran of the music industry. The collaboration brought forward Susmit’s innovative spirit of making music and showcased TRIBER’s innovative offering.
Collaboration with Rammohan Paranjape, India’s only surfing photographer. This collaboration showcased the versatility of the car along with the massive space it offered.
Collaboration with Jatin Rathod, Astronomer. This collaboration showcased the capabilities of TRIBER during an arduous drive to the Himalayas to visit the last Indian village for an awestruck night of stargazing.
Can you talk about the TRIBER drive with Susmit Sen – Innovation and Music?
Innovation is a hallmark of brand Renault and is reflected in every aspect of our business – from the way we make cars, to the way we communicate about them. Susmit, as we all know, invented a completely new style of guitar playing and can be credited for giving rise to a whole generation of independent musicians in India.
As part of the many campaigns we are doing on Renault TRIBER, the one with Susmit Sen brought together cars and music, with the underlying theme of innovation. Through the drive, we highlighted how TRIBER is breaking the stereotypes, creating a new segment in the Indian automotive industry. The video has a bit of everything – a fun drive, showcasing TRIBERs space to accommodate the instruments of the band, the smart storage spaces in the car, the ability of the car to cater to a wide segment of car buyers, affordability and Renault’s focus on questioning the status-quo with its innovative products.
We have been getting fantastic feedback on this campaign and we will continue to explore newer ways of communicating and engaging with our customers.
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