TV gives us a wide spectrum of reach & awareness: Hardik Shah, Renault India

The India Premier League is a big draw for brands every year, giving them tremendous reach and the opportunity to connect and engage with their consumers. Every summer, brands spend big bucks and devise special strategies for their campaigns for the IPL season. 

One of the key advertisers this year to partner with the T20 tournament is Renault India. In this chat with e4m, Hardik Shah, Lead Marketing Communication & Digital at Renault India shared how IPL has helped them throughout the years to have a strong brand position as well as an interesting way to be a part of consumers’ memory. The brand has associated with Star Sports and chose TV to reach its target audience. When asked about why the brand's decision to choose TV over digital, Shah noted that TV is still peerless when it comes to reach and creating awareness.

Shah said, “IPL on Television needs no introduction at all, by far the highest-viewed spectacle since its inception. From an audience perspective, we all have witnessed the growth of IPL and the brands associated with it over the years. We have been present on IPL for almost a decade now and we have done so as it has positively impacted our business metrics. The biggest campaign Renault has this year is on the Refreshed Renault Triber range, we have timed this campaign keeping in mind the impactful property (IPL) on TV. It only seems logical and befitting to introduce the campaign through IPL on TV given the wide spectrum of reach and awareness it provides.” 

He further added that in a category where the purchase is an influenced decision, collective viewing is important. He said, “At the risk of sounding cliched, Cricket is a religion by itself; a uniting force brings all and one together. Traditionally, big purchase decisions like Automobiles thrive on collective influence, be it the immediate family or close friends. Renault Triber has always resonated as a product bringing families together, In fact, looks like this year’s IPL campaign was tailor-made for Renault Triber’s proposition.”

When asked about the impact witnessed over the years by being present on IPL, Shah said that presence on IPL has really encouraged the brand and business metrics, be it the resounding success of the Compact SUV Segment creator Renault Duster back in 2012 followed by the stylish hatchback the Renault Kwid to the latest offerings from their stable Renault Triber and Renault Kiger. IPL months have now become the new festive months with respect to rise in enquiries.

Concluding the conversation on why brands should invest in sporting events, Shah said sports has been synonymous with our growth strategy and brand story over the years. He added, “Globally we are known for F1 & our Roland Garros association. In India, this genre has been pivotal in getting us to the homes of our audience. Our continued partnership with Star Sports has helped the brand and our many products gain a wide reach through the Cricket, Football, F1 & Grand Slams. This has also really opened up the perception of the brand – sporty, agile & youthful.”