Top Story

Home >> Advertising >> Article

ICC CWC’11: Volkswagen celebrates India win with TOI

01-April-2011
Font Size   16
ICC CWC’11: Volkswagen celebrates India win with TOI

Volkswagen has been making news with its innovative campaign, be it the roadblock in The Times of India or creating a stir with the talking newspaper for the launch of its sedan Vento. Now, Volkswagen has gone a step further with yet another innovation with its ‘Think Blue’ campaign for the launch of the all-new Passat with BlueMotion Technologies. The innovation in The Times of India saw the play with the newspaper’s masthead with an inclusion of Blue in its name and the biggest coup was to change the font colour of all the news headlines into blue.

The all blue headline coincided with the stupendous win of Men in Blue against Pakistan in the Semi-Final clash of the ICC World Cup. While the entire nation was celebrating India’s win, the blue headlines of the newspaper actually looked like a salute to the win for those who were eager to devour all the news on the match and didn’t pay much attention to the full page sketch on the front page with just two words ‘Think Blue’ or even the next page, which talked about ‘Think Blue as the new green… It is only on page 3 where half the newspaper is taken by the match stories does one get to see the popular VW logo and the lines: ‘Think Blue. Win Blue. Volkswagen congratulates the Indian cricket team. To know more about Think Blue, log on to www.thinkblue.co.in’. So, it’s still not clear if VW is just congratulating Indian team or there is a deeper connect until one reaches the last two pages, which talk about the BlueMotion Technologies and the last page, which presents the all-new Passat with BlueMotion Technologies.

As a media observer, Sudha Natrajan, Deputy CEO, Lintas Media Group, commented on the initiative and said, “The campaign rides on the current sentiment of people following the win, but somehow I am not instead of convinced about the creative, which says ‘Think Blue is the new green’ and cycling instead of driving over the weekend. I feel it’s more of a gimmick and less to do with connect with the product. Also, I wonder what would have happened if we had lost as most of the pages must have been planned early, leaving aside just few.”

Divya Gururaj, Managing Director, MediaCom India, and the agency handling the media business for the auto major, said, “India’s win proved to be great for us in terms of timing of the campaign. The TVC of the campaign made a debut during the match and the print followed the next day. The blue headlines are a celebration of India’s win and also introduces VW’s ‘Think Blue’ campaign where one would see a series on innovation throughout the year.”

So what if India had not won? Gururaj added, “We had a contingency plan in place, so there was really nothing to worry about.”
 

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years

Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips

The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities