DDB Mudra launches Volkswagen Polo in 'Made in India' campaign
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DDB Mudra launches Volkswagen Polo in 'Made in India' campaign
Arcopol Chaudhuri, 04 May, 2010
Mumbai
Volkswagen has launched its campaign in India for the much awaited Polo, a car with a price starting at Rs 4.5 lakh, that is expected to heat up competition in a segment seeing much action lately between players such Maruti Swift, Ford Figo, Honda Jazz, Fiat Punto and Hyundai i20.
The campaign created by DDB Mudra and executed by MediaCom, aims to dispel any skepticism about German engineering's efficacy on Indian roads with the 'Made in India' promise. Volkswagen manufactures the Polo in India from its factory at Chakan, near Pune.
Speaking to Campaign India, Lutz Kothe, chief general manager - marketing and PR, Volkswagen India said, "The big thought that we're trying to communicate through this campaign is the fact that the Volkswagen Polo is 'Made in India'. Not many global brands are able to incorporate India into their local campaigns here, but Volkswagen always thinks global, acts local. We've done a huge amount of localisation for the Polo for India, be it in safety, ground clearance, fuel efficiency and other features. So its German engineering alright, but the Polo's foundation is in India and it is here to stay."
Kothe added, "The campaign is a typical Volkswagen commercial in its sensibilities and its humour is very Indian."
The 360-degree campaign comprises of four TV commercials in addition to innovations in print, outdoor and digital. The TV campaign has been shot in South Africa by Christopher Von Reiss.
WATCH TVCs below
Rajeev Raja, national creative director, DDB Mudra said that the task of launching the Polo in India was an exciting challenge for him. "Personally and even for the agency, it is a very significant brand launch."
He added that the campaign's idea itself that will make the spots work. "The sceptic test driver represents the sceptic in all of us. He is a person who refuses to accept things at face value, but insists on ‘testing’ things to the point of obsessiveness. A guy who pushes the Volkswagen Polo to the limit by taking it through the most unlikely tests. And ends up putting himself in rather precarious situations. At which point the brand says in a tongue in cheek manner: ‘The new Volkswagen Polo has been tested by our engineers. So you don’t need to'."
Raja added, "Polo has a great legacy globally, but in India, it’s known mostly amongst auto enthusiasts and those who know brand Volkswagen. Our task was to get the regular Indian family to warm up to the car. The Polo is special in the sense that it’s truly a car for the people. It’s affordable, it’s solidly engineered, it’s comfortable, it’s got a sporty design, a powerful engine, excellent fuel efficiency...it’s got everything you could want in a car."
Bobby Pawar, chief creative officer, Mudra Group said, "Polo is the brand that delivers to the expectations of every man. The campaign focuses on why the Polo is great for India and addresses all skepticisms about Indian road conditions by saying that its all been taken care of. Its a genuine insight and we've shown it through the character of a skeptic who does of a test of every quality of the car in these commercials."
Credits Project: Volkswagen Polo Brief: To launch the new Volkswagen Polo in India Client: Volkswagen Creative agency: DDB Mudra Chief creative officer: Bobby Pawar National creative director: Rajeev Raja Copy: Rajeev Raja/Hemant Sharma Art: Ajmal Mohammad Planning: Michael Follet Client servicing: Ashish Marwah, Jay Mehta,Punit Bhatt, Vaibhav Bhargava Agency film department: Tapan Sharma, Anil Sonawane Production house: Stink Director: Christopher Von Reiss Post-production: Redrum Media agency: Mediacom
Great Advertising....seeing something new after such a long time and great way of showcasing product features in such a innovative way.....Its always on top of the mind....kudos
Even if the ads lists out the features of Polo very clearly, the message leave a kind of negative feel in people like me. The ads are sarcastic and negative.
In this age where every customer should be treated like God, here comes an ad which says "If you do not beleive in our technology, we will leave no stone unturned to make mockery of you".
It surpasses the limit of over confidence and reaches to arrogance. After watching these ads, I sincerely looks forward to see if I find any exception to the claims....and I think others will too...
The adv is great but if its aired on television continuously it gonna irritate the common people because it start of with the same thing " they say the new ... blah blah blah" for all the four commercials. but nevertheless the actor has done a great job ... can't wait to check out a Polo
As they say, really tried hard to break the clutter, but not happening! Expected a jaw-dropping commercial, its VW POLO after-all. A bit disappointing. Ostrich commercial is still ok, mediocre i would say..!!
they have made 4 different commercials!!!!looks nice....different advertising. but wonder what is with the advertising agencies...tribal people are in every advert now a days.
the car is great and the commercials are even better! the production must have cost a bomb but money well spent, i say! i loved the ostrich one especially!
dont know much about the car till i saw the ad. its nice to see someone still talking about the car in their ads and not the lifestyle. Hemant, rajeev and ajmal seem to have hit the right spot
really liked the ads...at least, they arent boring like other car commercials...like the way of telling the exact benefit of the Polo...hats off to DDB Mudra!
Thank God it's unlike regular boring car ads...something new has started and i hope the trend continues....may be i like them so much coz i used to work for some other car company which made such boring ads...love these ones...
Truly a campaign made from buyers perspective and taking care of all their concerns HEAD ON. Adressing all the areas directly for which a middle class Indian buys the car. Thankfully a car commercial which is different and not trying to make the middle class car look/perform like an supe luxury car/suv. Good sensible stuff.
Keeping the crux of the product
Great Advertising....seeing something new after such a long time and great way of showcasing product features in such a innovative way.....Its always on top of the mind....kudos
Read views about the ad at
Read views about the ad at blog http://add2ad.blogspot.com/ Volkswagen Vows!
Rude
Even if the ads lists out the features of Polo very clearly, the message leave a kind of negative feel in people like me. The ads are sarcastic and negative.
In this age where every customer should be treated like God, here comes an ad which says "If you do not beleive in our technology, we will leave no stone unturned to make mockery of you".
It surpasses the limit of over confidence and reaches to arrogance. After watching these ads, I sincerely looks forward to see if I find any exception to the claims....and I think others will too...
Mudra guys, wake up....
Love it but could get bugged
The adv is great but if its aired on television continuously it gonna irritate the common people because it start of with the same thing " they say the new ... blah blah blah" for all the four commercials. but nevertheless the actor has done a great job ... can't wait to check out a Polo
congrats Hemant
congrats Hemant
WAH !!!!!!
Cheers to the team!!!
you guys have really managed to ruin the whole perception of Volkswagen. Really takes a lot to come up with such basic work !!
Is it VW
the standard of ads look like as if done for TATA motors. The whole brand image of "THE VW" is lost....
Awesome ads
Awesome ads. Specially like the osterich one!!!
Hmm, seems the Engineers did
Hmm, seems the Engineers did not test the ads. But I like it.
different approach
in all the polo ads. i find the ad straight, highlighting the features and benefits of polo. different and really good work.
No precision in promotion!!
Could've done much better... print ads and acommercials are not up to the mark.
cool
concept is good...
production is average ...
regards,
sunil ibrahim,
creative director,
vibezon concepts
OK..!!
As they say, really tried hard to break the clutter, but not happening! Expected a jaw-dropping commercial, its VW POLO after-all. A bit disappointing. Ostrich commercial is still ok, mediocre i would say..!!
they have made 4 different
they have made 4 different commercials!!!!looks nice....different advertising. but wonder what is with the advertising agencies...tribal people are in every advert now a days.
the car is great and the
the car is great and the commercials are even better! the production must have cost a bomb but money well spent, i say! i loved the ostrich one especially!
the thought is sweet, very
the thought is sweet, very sweet....albeit i think the guy could have acted better...just my 0.02$...
cool
dont know much about the car till i saw the ad. its nice to see someone still talking about the car in their ads and not the lifestyle. Hemant, rajeev and ajmal seem to have hit the right spot
nice stuff
really liked the ads...at least, they arent boring like other car commercials...like the way of telling the exact benefit of the Polo...hats off to DDB Mudra!
Good work...
I find them quite interesting though the guy could have been funnier.
Thank God it's unlike
Thank God it's unlike regular boring car ads...something new has started and i hope the trend continues....may be i like them so much coz i used to work for some other car company which made such boring ads...love these ones...
nice ads
i didnt know they advertised in India...i'll give a thumbs-up...decent work, not bad
An Ostrich?
Is it only me who finds it ironic that VW had to go all the way to South Africa to shoot Indian conditions?
Polo TVC
great 360...saw the toi advt...and the now the commerical...great recall, great execution. nice to see some real car advertising happening in India.
Nice concept
Like the concept of mileage with a empty bottle of water. Looks impressive ad in news papers.
VW Polo
Truly a campaign made from buyers perspective and taking care of all their concerns HEAD ON. Adressing all the areas directly for which a middle class Indian buys the car. Thankfully a car commercial which is different and not trying to make the middle class car look/perform like an supe luxury car/suv. Good sensible stuff.
not impressed
no wow factor in this. sorry. ineffective to me. lacks the zing.
not impressed
now wow factor in this. sorry. ineffective to me.
hey...
...nice brief!
just so
except for the ostrich commercial, the rest are staid n silly so to say.
good product, mediocre advertising.
akram
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