Renault Kwid makes a bold statement at Mumbai airport

As Renault enters into the small car segment with its new model Kwid, the automobile major created a buzz at Mumbai Airport through an innovative campaign that used a mock-up of the newly-launched model hanging from the roof. Conceptualized by OMD India and executed by Times OOH, this first of its kind innovation of the campaign kicked off on September 25 and will continue to run for the next one month. The installation is currently running at Terminal 1B of Mumbai Airport at the security hold area.

Talking on the innovation, Sharath Chandra, Chief Revenue Officer & Head- Alternate Media, Times OOH, explained, “In this campaign, we actually used a Kwid car replica that has been hung from the roof top with a face down angle. This innovation has been done for the first time in the Indian OOH industry, to highlight the launch in the most cluttered segment.

Talking further on innovations that built the campaign, Ashish Bhatnagar Managing Director OMD North India, said, “Disruption is the key to create innovative and memorable executions in the OOH space. With this hanging car execution, team OMD has challenged the norm within the airport advertising space ensuring buzz and high impact for Renault Kwid launch.  
 
Giving the brand’s perspective about the campaign, Virat Khullar of Renault India said, “Renault Kwid is a game-changer product that will redefine the conventional notions of the mini car segment in India. Innovation is synonymous with Renault and we use this not only in the development of our products, but also in the way we are engaging with our customers. We opened the bookings for Renault Kwid with the Renault Virtual Showroom and the Renault Kwid Mobile App, which are revolutions in the industry. With this iconic display, we take customer engagement to new levels, in line with the positioning of Renault Kwid, which is to’Live For More’.

Talking on merging creativity with engineering, Chandra explained, “First time in India, we executed a campaign that required us to hang a car mock-up from the ceiling. Also, the car had to be hung from a specific angle that romances the design of the car and to maintain the stability too. For this, experts were brought in to raise the 150kg mock up to the desired height. The process also included stress test of suspensions wires, load bearing capacity of the ceiling and fabrication of the mock-up within weight requirements.