On Women's Day, Renault India conducts social experiment involving women drivers
As part of #ParkTheBias campaign, female valets were stationed at Mumbai’s premium hotels and reactions of patrons were captured on hidden cameras
On the occasion of International Women’s day, Renault conducted a social experiment seeking to expose the bias against women drivers.
As part of the social experiment, Renault collaborated with one of Mumbai’s premium five star hotels and changed their male valets for female valets for a certain period.
The candid reactions of the hotel’s patrons were captured on hidden cameras. They were then asked what they felt when they saw the women valets and if they were hesitant to hand over their cars.
Speaking about the experiment, Virat Khullar, Vice President and Marketing Head-Renault India, says, “Renault stands for ‘Passion For Life’ globally. In each country we try to understand the society and build our offerings accordingly. With a belief of equality in all forms, we worked on an impact idea to highlight the existing bias against women drivers in India and placed an all-women valet crew in a popular hotel. What was witnessed thereof was thought-provoking.”
On the insight behind the experiment, Charles Victor, Executive Director, L&K Saatchi & Saatchi said, “Among all the things we do for Renault, our work on the ‘Driving Smiles’ initiative is perhaps the most important. This year, we again tackled a bias that most (irrespective of their gender) carry about women. We hope this little experiment is another step towards getting people to drop these biases we carry.”
“It was interesting to discover that literally everyone we spoke to, no matter how liberal or progressive, whether man or woman, secretly held a bias against women drivers. That’s really what sparked the idea,” said Kartik Smetacek, Jt National Creative Director, L&K Saatchi & Saatchi.
