The launch events are being attended by various media groups from around the country and local dealers. The main launch event for the Renault Duster was conducted in New Delhi on July 4 at the Hyatt Regency, with Marc Nassif, Managing Director, Renault India, unveiling the Duster to the guests.
Encompass received the mandate for this event after a pitch against several other agencies. The Duster is the first multi-city launch event that has been entrusted to Encompass. The Encompass Content and Creative team were responsible for creating and designing the content for the show, which included the AV films, teasers, the launch video and the key presentations.
Post rounds of discussion and research, Encompass and the core Renault team created the Renault Lounge at the Hyatt Regency in New Delhi. The lounge featured a walkway at the entrance that introduced the guests to the global and Indian lineage of Renualt. An LED entrance arch played the key communication of ‘Big. Beautiful. Efficient. Welcome to the world of Renault Duster.' Inside the lounge, there was a circular stage with six LED screens set in a hexagonal pattern. The guests were seated on white leather couches all around this circular setting. A ramp from the stage to the end of the hall was connected to an additional large LED screen, through which the Duster was driven out by Marc Nassif. The Renault Duster was showcased on the circular platform, with a complete 360 degree view of the SUV.
Speaking about the Delhi event, Zashank Bhatia, Manager-Client Servicing, Encompass said: "This being Renault's most aspirational product offering, the duster with its beautiful design and innovative technology is set to create a brand new segment for itself, separating itself from the crowd. Knowing this well enough, we knew that nothing ordinary could work for the car slated to become the new face of brand Renault. Working with the Renault team and after many trial and error experiences, we were able to create a unique experience for the media at the main launch at New Delhi. It was a great privilege to be invited to be part of a landmark launch by Renault and be a continuing part of Renault's journey in India. At every step, the Renault team has shown great support and patience with their invaluable guidance. We hope this relationship will continue to grow and explore even greater success, creating several more landmarks in the future."
A smaller format has been conceptualized for the other eight cities, the launch events for which are currently in progress. The Duster was launched in Mumbai at Taj Lands End and in Hyderabad at the Novotel HICC on July 4, in Bangalore at The Lalit Ashok and in Chennai at the Radisson Blu Beach Resort - Temple Bay on July 5, and is being launched in Chandigarh at Hotel Sarovar on July 6. July 7 will see it being launched at Hyatt Regency in Kolkata and Rajuputana Sherton in Jaipur, and Taj Gateway in Cochin on July 10.