In Pictures: Renault’s Activation at Sunburn Afrojack-Kolkata; Driven by White Salt Entertainments
by Isha Gakhar Marketing | December 9, 2015 | Photo Feature
Renault Sunburn White Salt Entertainments
The active participation of different brands and corporates at music festivals, in some way or the other, has taken the LIVE Event Marketing horizon by storm. Thanks to the opportunities that music festivals provide to such brands to reach out to their targeted segments. With the similar objective, the automobile company, Renault India, recently conducted the #renaultdrivetosunburn activation, at the Sunburn Arena Afrojack held on Dec 6, at the Aquatica Water Park, Kolkata.
The experiential agency, White Salt Entertainments, was roped in to carry out this on-ground activation, where the new compact and stylish Renault Kwid was set up on a 2-feet high stage, with Renault commercials playing on the LED along side. An exclusive Renault Kwid Zone, was also created right next to the VVIP Lounge area at the venue.
Talking about the setup challenges, Dipti Shah, founder-head of events & alliances at White Salt Entertainments, said, “At a festival like Sunburn, the mood on the floor is quite crazy, therefore one of our key concerns from the brand perspective was to ensure that the campaign should be able to create an impact on the targeted audiences. However, we decided to get the prime location as our first priority and as a result, we were able to place the set up right next to the VVIP zone.”
Since it was the very first assignment of White Salt Entertainments with Renault India, therefore when asked about the consumer outreach, Dipti shared, "The campaign by Renault aimed at engaging the automobile brand’s TG by building a brand image that is youthful, cool and aspirational. The response to the car positioned at the venue was overwhelming. This also marks the beginning of White Salt Entertainments journey with Renault India and Sunburn Arena, and we look forward to many more such associations here on.”
Also Read: Renault to Co-Present Sunburn 2015
The on-site activation received a whopping response from over 3500 visitors at the Sunburn concert.