'Ye Dosti' : New Renault Scala Campaign

Renault Scala: It's time to step up

Before few days, when i was having my dinner, suddenly i heard a fresh remix of 'Ye Dosti Hum Nahi Todenge' - an iconic Sholay song. I was much happy that time because i have not seen this song in any Indian ad ever before. It reminded me the ad campaign 'Har Ek Friend Zaroori Hota Hai' of Airtel.

The new TV ads for Renault Scala feature a school-going kid who finds himself three fast friends who're willing to do anything for him, once they see him getting out of a Renault Scala one morning. Playing in the background is a refreshed take on the song 'Yeh Dosti Hum Nahin Todenge' from the film Sholay.

Charles Victor, national creative director, Law & Kenneth, the agency behind the campaign, explained, "Renault Scala is the fifth launch for Renault in India in 18 months. Scala is an entry level sedan, a category that's pretty packed and competitive. Given this, Renault wanted to do something that's far more iconic and memorable."

The central idea of the ad is- The communication uses what is perhaps the most memorable song in India – 'Yeh Dosti'. This iconic song was given a complete new twist both in its rendition and in its role in the commercial, used in a way that it wasn't used in the original film. The original had two buddies pledging their eternal friendship to each other. This avatar is about a pledge of friendship but a pledge that's only being made because of the Renault Scala.

While writing this article, I just have watched the ad of 'Real Activ Fiber+' with the lovable remixed song 'Purani Jeans'... :)

Real Activ 'Purani Jeans' 2012

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