The Times of India has created a print roadblock for Volkswagen across its edition today. The roadblock includes a spread of Volkswagen's various brands Jetta, Passat and Touareg (which is slated for a December launch in India) in the country. The print campaign looks at creating awareness about Volkswagen's German technology and the company's history.
Lutz Kothe, chief general manager marketing and PR, Volkswagen India, said, “Based on a clear brand strategy, Volkswagen is known for its cutting-edge advertising across the world. Our powerful and creative campaigns continue to have a special place in the consumer’s mind through decades. With our first Brand Campaign in India we have strived to achieve the same for our consumers here and are confident that they will take to it.’
He added, "Our aim has been to break away from the communication clutter by being innovative and refreshing with the way we narrate our brand story to the customer."
The company has said that the idea was to co-create a single-engagement proposition for Volkswagen, in order to create a huge impact. This is the first time there has been a print roadblock by a single brand in The Times of India's edition.
The media agency that has created the roadblock is MediaCom.
Divya Gururaj, managing director, MediaCom said, "India is a significant growth market for Volkswagen and our objective was to establish a base for the launch of the VW marquee brands like the Beetle, Touareg and others. Given the iconic status of VW, we had to do this on a scale and with a bang. The VW brand campaign launches today with an innovation in The Times of India. Given the scale of the innovation, we are hoping to get consumers and opinion leaders to start talking about our cars, even before they hit the market."
