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.”
 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA 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

Radio City retains the top position in Bangalore and Radio Mirchi continues to dominate in Kolkata

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns

Industry experts who spoke to exchange4media feel that the spot scores on the craft level and gets the point across in a humorous way