Volkswagen launches Vento Highline Plus with a campaign by DDB Mudra West
The campaign is crafted around the car’s premium touch screen navigation and multimedia system
Published - Oct 24, 2015 8:06 AM Updated: Oct 24, 2015 8:06 AM
Volkswagen recently announced the launch of the new Vento Highline Plus, in India. This edition of the Vento comes with aesthetic and design upgrades.
The campaign developed by DDB Mudra West, announcing the launch of the New Vento Highline Plus is crafted around the car’s premium touch screen navigation and multimedia system.
Watch the TVC1:
The TVC campaign was first released on October 10, 2015 and was supported by communication in the digital and print medium. Recreating three real-life situations, the agency has attempted to communicate the high utility value of the touch screen navigation feature in the car. In India, passersby are the default GPS for any lost driver and more than often, though willing to help, the directions they give are better off not given. Building on this consumer insight the team developed three sharp and humorous TVCs that demonstrated this via an out-of-breath jogger, a paan-chewing man and man who gave “directions” despite the language divide. The work highlighted the New Vento Highline Plus’ navigation system that would come to the rescue in such a situation, so that such characters ‘wouldn’t have to help’.
Kamal Basu, Head – Marketing and PR, Volkswagen Passenger Cars said, “The brief was to communicate the attributes of Vento Highline Plus in a manner true to unique tone of Volkswagen. The DDB Mudra team has worked well on the brief and the final outcome has been fantastic.”
Commenting on the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group said, “Like all memorable VW work, our new VW Vento campaign hinges on a simple human truth - that too, something that's quintessentially Indian at heart - a country where getting directions may not necessarily lead you in the right direction. The films are done in a light, humorous style and I'm sure they'll bring a smile to everyone's lips.”
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