DDB Mudra Group launches new Volkswagen India brand communication, ‘You’re in a Volkswagen’
Volkswagen India rolls-out its new brand communication ‘You’re in a Volkswagen’, via DDB Mudra Group India, that captures the true emotion of owning a car: ‘For those who are in love with driving, in love with motion’. A Volkswagen isn’t just a car, it’s a people’s car.
Filled with stories that become memories, it absorbs the emotions of all its occupants while being driven and covering million kilometers across the cities of India. A true driver’s choice that receives an unparalleled experience of uncompromised safety, superior build quality, comfort and fun-to-drive journey.
The new brand communication captures a 360° perspective emphasizing what it means to drive a Volkswagen. A brand promise that prioritizes a holistic customer experience, right from the offerings to must-have essential product features that service initiatives, making us transparent and valuable. A Volkswagen stands for accessible and premium mobility solutions, a value-for-money proposition to its customers.
The new consumer-friendly campaign takes a brand-first approach to build a robust emotional equity in the automobile market. You’re in a Volkswagen is inclusive: It’s about people & their families, the human moments that make Volkswagen, a Volkswagen. One must experience it, to understand the beauty of it.
In a belief to deliver on the promise constantly, this is a stride to become more accessible to Indians & celebrate the rich diversity that India entails.
Ashish Gupta, Brand Director, Volkswagen Passenger Cars India, said: “Our new brand campaign is centered around a simple yet powerful idea – ‘the quintessential moments experienced by our customers in a Volkswagen’. It is a celebration of the passion, exhilaration, freedom and joy that’s experienced from being behind the wheel. The unforgettable journeys and memories that make every drive extraordinary in a Volkswagen. It’s a promise that we as Volkswagen offer our customers, German-engineering, safety and a fun-to-drive experience.”
Abbey Thomas, Head of Marketing & PR, Volkswagen India, said: “The core theme of the campaign revolves around the concept that a Volkswagen is not just a machine to own, but a vehicle designed to be driven and experienced. This includes its commitment to safety, innovation and German engineering, its superior build quality, suite of world-class services and above all the fun-to-drive experience that is such a characteristic of all Volkswagen-engineered cars. It will urge customers to get behind the wheel of a Volkswagen because when it comes to a Volkswagen, the true experience is when you sit behind the wheels and enjoy the comfort & driving dynamics that’s when you’ll know – You’re in a Volkswagen.”
Rahul Mathew, Chief Creative Officer, DDB Mudra Group, said: “When you make cars for the love of driving and for those in the cars, then you become more than just a car – you become a feeling. And Volkswagen has always embodied this. It was now time for us to come out and say it – You’re in a Volkswagen.”
The hallmark of this campaign lies in its availability in eight local languages which stands as a testament to the brand’s commitment to fostering stronger connections with its customers. This multilingual endeavor ensures that the brand message is not just understood, but also felt on a personal and emotional level, making the campaign a truly immersive experience.
The brand has a strong portfolio of German-engineered cars: Virtus, Taigun & Tiguan. In tandem with the India 2.0 strategy, Volkswagen cars are bigger, bolder & better. Taigun and Virtus have owned the safety narrative on Indian roads – with both scoring the five stars for adult and child occupant safety on the GNCAP safety tests. Armed with this strong portfolio, Volkswagen India is creating a larger network and bringing the Volkswagen experience closer to customers.
Credits
Agency: DDB Mudra Group India
Creative: Rahul Mathew, Arcot Rahul, Mahima Mathur, Shyan Gershon, Rhea Kumar, Darshan Dhonde, Kanchan Kesari, Akash Mejari, Dhwani Shah, Nihar Patade, Payel Pramanic
Business: Saad Khan, Aditya Atre, Gaurav Magotra, Nikhil Bisoi, Mrittika Gupta, Manish Krishnan, Meet Dhumawat, Shubham Bansal, Ayushi Pareek
Strategy: Mehak Jaini, Aparajita Mishra, Rhea Samson
Agency Producer: Jay Gaikwad
Production House: Magic Box, Vice Media
Director: Matthias Berndt
Omnicom Media Group / PHD Team
Business & Strategy: Dinesh Vyas, Rrahul Deo Manerao, Shailja Saraswati Varghese
Planning: Kaushik Medda, Chetan Sawant, Jay Masrani, Apurva Sritava, Zain Ahmed, Prachi Kapadne, Mohnish Sharma, Savio Furtado
