To expand its presence in the Indian market, German automobile manufacturer, Volkswagen, has recently announced the launch of the new Vento Facelift to the sedan segment. It is also planning four new launches in the next 24 months which will include a new sub four meter compact sedan, Beetle, Passat and Tiguan.
To kickstart marketing, Volkswagen has introduced the New Vento with 'Feel the Love' campaign by DDB Mudra West.
The media rollout consists of a 30-second TV commercial, along with print innovations in leading dailies. This is being supplemented by OOH, digital and other interactive initiatives.
The TVC is a tale of the love received from the car being radiated. The key protagonist; in this case, the young man is seen seemingly grooving inside his New Vento much to the amusement of passersby. What the viewers realize later is that all his funny gestures were to charm and amuse his chuckling toddler safely tucked out of view in the backseat. The narrative in true Volkswagen style brought a pleasant twist in the story and along with it, the twinkle in the eye moment, now synonymous with Volkswagen films.
Watch the TVC here:
In an exclusive interaction with exchange4media, Kamal Basu, Head- Marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “We wanted to emotionalise the car. Car is a space where a family spends a lot of family time together, we wanted to bring that alive. And we thought that the father-child relationship epitomises the bonding. That's why we have brought in the storyline of a father and a child in the television commercial. We wanted to use this as a rub-off for falling in love with the design elements that we have introduced in the new Vento.”
“We will be very aggressive in the digital space. In India, virtually every new car buyer today travels through the internet space to understand and research about the new purchase, so we will be very aggressively positioned in that space trying to catch the eyeballs and bringing people to look into our car. Apart from that, there is a huge amount of individual training that is going on currently at the dealership level where there are consultants interacting with the customers when they are coming to the store. Apart from that, we have the traditional Television, Pint and OOH, of which the new TV commercial for the new Vento was unveiled today and will go on air from tomorrow. And as far as the radio advertising is concerned, it will be there in some markets, not across the whole country. There are markets where radio plays a very important role today as well. For them we do have our product being advertised on radio,” he pointed out.
Rahul Mathew, Creative Head, DDB Mudra West said, “Going the family way is often seen as going away from all that’s fun. But actually that’s a choice, not the rule. The new Vento makes sure that it’s a choice you don’t have to make when it comes to your car. And that’s what we tried to capture in the commercial. A man who sees the fun side to the responsibilities of a father.”
According to market reports, the company, which had entered India around 2010 with an ambitious business plan and nearly Rs 4,000 crore worth investments, has failed to rake in volumes after facing stiff resistance from well-entrenched players such as Maruti Suzuki, Hyundai and Honda.
When asked about his take on the competition, Basu said, “I would say we compete very well to them. The definition of competition has changed. Earlier if someone had, say about a million rupees investment in car, he would come in and buy a Sedan. Today he is also evaluating an SUV, an MUV as well as a Sedan. So, we have got competition from across body-types. If I look at the sedan segment, we compete against brands like Honda City and Honda Amaze.”
The company has now launched the new sedan after seeing the success of Vento which was launched in 2010 and claims to have satisfied more than one lakh Indian buyers.
“Our addressable market in terms of size constitutes of about eight per cent of the overall car market which is pretty sizeable. There are a lot of people coming to this segment almost every day, the reason being that we have a very large small car market. So, there are people who move from that segment to our segment. Hence, there is a lot of big migration that happens on a daily basis,” said Basu.