Volkswagen India has intentions of wooing Indian consumers with its premier TVC. The campaign would emphasize on the products brand equity in the Indian market. The 360 degree communication campaign has been conceptualized by DDB Mudra and will hit the screens on November 11, 2009.
The campaign will be draw attention towards the positioning of the product range as well as establish its fitment in the Indian market. The campaign would be a novelty as it would be following the integrated communication model, which would incorporate print, electronic, digital as well as out-of-home media.
Lutz Kothe, Chief General Manager – Marketing and PR, Volkswagen India, claims that Volkswagen is known for its pioneering advertising all over the world and that their cutting edge and creative campaigns continue to sustain a special place in the consumers mind. He also adds that their aim is to narrate their brand story to the consumers by being innovative as well as refreshing thus breaking the communication clutter
The main focus of the TVC is on the Passot and the Jetta that have been currently launched in India. The commercial features a little boy who is very keen on purchasing the car and the manager helping him understand the features. The little boy inquires if he could book the car in advance and thus decides which car he would want to own when he turns 18 and that little boy gradually becomes the CEO of the company.
The TVC has an emotional appeal to and is targeted to the premium class. The commercial subtly and warmly touches the customers’ hearts.
Kothe further comments that, they are all set to launch their Apollo brand in India by the first half of 2010.