Many Mauritians had preconceived ideas about European/French cars. We were approached to break those preconceived ideas and present the new range of Renault cars whose design and functionalities had been reviewed. We therefore came up with the Renaultbellion, inspired from the French revolution. The campaign was strategically launched on the 14th of July (anniversary of the French revolution). Our message was ‘forget all you thought you knew about Renault… the new Renault cars are here!’.