Law & Kenneth Saatchi & Saatchi India and Renault Lodgy Stepway reconnect a family

Renault Lodgy Stepway.jpgWhether it is in urban centres or smaller towns, families today are drifting apart. Laptops and mobile phones have intruded into homes and made lives more hectic than ever. Ironically, even as social media connects us with the world, people seem to be losing touch with those that matter most.


This World Family Day, Renault Lodgy Stepway wanted to bring attention to this problem. Along with their creative agency Law & Kenneth Saatchi & Saatchi, they conducted a social experiment that highlighted the communication gap that exists within a family.
Renault Lodgy Stepway2.jpgRenault Lodgy Stepway3.jpgThe social experiment featured the Mumbai based Gopalani family. To begin with, the family members were individually questioned about how well they know each other. When their responses were revealed, it became apparent that there was a disconnect within the family and that they did not know each other as well as they thought they did.
The family was then given the opportunity to go on a family picnic in a Renault Lodgy Stepway. They enjoyed a relaxing drive where they spent some quality time reconnecting with each other. Their experience reflected the joy of togetherness and brought alive the brand idea 'Rishton Ki Sawaari'.
Credits -
National Creative Director: Charles Victor
Executive Creative Director: Kartik Smetacek
Creative team: Shashank Sharma, Anita Subramanian
Sr. Vice President: Vivek Kumar Duggal
Account management: Arathi Bhat, Pritish Nathaniel
Production house: Colonial Films
Director: Supriya Sarin

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.