Duster was well received in the Indian automobile market. However, Renault
wanted to go beyond mere numbers. They wanted to take the Duster experience to the next
level. The challenge was to take a customer base and turn it into a community.
We made 60,000 individual Duster owners scattered across the country feel like they’re
part of one unified community.
The idea was to make Duster owners across the country feel proud that they were part of
something big. A feeling that they hadn’t just bought a car but had bought into a lifestyle.
And what better way to instill a sense of pride and belonging than by inducting them into
an exclusive community – The Gang of Dusters.
We then created an online destination where Duster fanatics could come together to
celebrate their shared desire for a life of adventure and camaraderie.