German auto major Volkswagen is reviewing its creative duties as part of its standard procedure. DDB Mudra, Taproot, and BBDO India are in the fray for Volkswagen’s creative duties, confirm industry insiders. The creative review process has been initiated through a multi-agency pitch and the initial round of presentations is now over.
Volkswagen has come to be known for its print campaigns. When the brand commenced its operations in India in 2007, it was just another foreign player amongst the rest. This notion was broken with the brand’s first campaign in 2011 – The Times of India roadblock campaign. Through the years, the brand has given a clear message that India is an important market for the brand and it is ready to stay and invest its monies in the Indian market. The brand also established print as its preferred medium through some memorable campaigns done by DDB Mudra.
Whilst the media industry has seen a lot of high profile account pitches in the last quarter, such as the Reckitt Benckiser pitch, it has been comparatively quieter for the creative fraternity. The Volkswagen creative pitch is by far one of the biggest creative pitches this quarter.
Interestingly, the brand ended its 11-year long relationship with DDB Mudra in New Zealand and decided to go with Colenso BBDO as its agency in September this year.
Will Volkswagen repeat this in India? It remains to be seen, moreover industry insiders believe that in case Mudra were to lose the duties, there are high chances of BBDO India being awarded the account as the business would remain within the Omnicom Group.