Volkswagen India is all set to capture the hearts and minds of the Indian consumers with its first ever TVC for this market. The auto major is launching an integrated 360 degree communication campaign, which gets underway in India on November 11, 2009, and has been conceptualised by DDB Mudra.
The campaign will highlight Volkswagen’s positioning of its product range and establishing the fitment in the market. The integrated communication campaign will involve print, electronic, digital and out-of-home media for the first time in India. The campaign is aimed at heightening Volkswagen’s brand equity in the Indian market.
Elaborating on the campaign, Lutz Kothe, Chief General Manager - Marketing and PR, Volkswagen India, said, “Based on a clear brand strategy, Volkswagen is known for its cutting-edge advertising across the world. Our powerful and creative campaigns continue to have a special place in the consumer’s mind through decades. With our first brand campaign in India, we have strived to achieve the same for our consumers here and are confident that they will take to it.”
He further said, “Our aim has been to break away from the communication clutter by being innovative and refreshing with the way we narrate our brand story to the customer.”
Bobby Pawar, Chief Creative Officer, Mudra Communications, said, “More than changing the mindset of a customer to the brand, we need to create more brand awareness here in this market. And I guess this is the right time to start the brand’s journey in India.”
The TVC focuses on the communication of its current launch of Passot and Jetta models in the Indian market. The commercial starts off with a small boy at the showroom, with the manager helping the boy with the brand features. The boy very enthusiastically questions if they can book the car in advance. Thus, he decides which car he would want when he turns 18 and gradually becomes the CEO of the company.
The TVC targets the premium class as its TG, but narrates its communication in a more subtle and warm way, thus getting into the Indian customers’ hearts.
Taking its awareness journey further, Kothe informed that the auto maker was all set to launch its Apollo brand in India by the first half of 2010.