Volkswagen, which has launched its premium car Jetta in India, has come out with an intensive campaign to support the launch. A TVC conceptualised by Mudra broke on major channels recently that carries forward the impeccable lineage of the top end brand.
The Jetta is targeted at Sec A, mostly male, 28 years and over, corporate honchos, and top level executives.
Bobby Pawar, CCO, Mudra Group, said, “Jetta is a car that offers brilliant German engineering. German cars are considered gold standard in India. The entire communication is based upon a certain kind of respect and feeling that the brand generates.”
The TVC is a combination of the rational claim of German engineering along with an emotional promise of prestige. Adapted from Turkey, locally developed music and sign-off messages were added to it. The TVC shows a valet moving forward to open the back door of a Jetta that has just driven up. When the owner gets out of the driver seat, the valet is surprised - and looks at the car again (he had expected the owner of such a prestigious looking car to be chauffeur driven).
There are outdoor sites booked to compliment three press ad campaigns and TVC along with BTL elements like brochures. The print ads focus entirely on the car and its uniquely German features. The campaign is on air at the moment and broke around July 16 with the launch of the Jetta.
In addition, the ‘German Engineered’ position was brought alive differently in TV and print with the tagline ‘Das Auto’.