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.
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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."
Project: Volkswagen Polo
Brief: To launch the new Volkswagen Polo in India
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
Media agency: Mediacom
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