Volkswagen India revisits early memories of car fascination

Volkswagen India has launched a Children’s Day campaign that revisits the early spark that draws people to cars, long before they begin driving. The campaign highlights how a fascination for automobiles often starts in childhood through sketches, toy cars, and imaginary races rather than with the first real drive.

The initiative centres on a simple question: when does a love for driving truly begin? By encouraging audiences to look back at formative childhood moments, Volkswagen India aims to evoke nostalgia among car enthusiasts and reflect on how early experiences contribute to long-term passion for mobility.

 

 

 

 

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Conceptualised by 22feet Tribal Worldwide, the campaign was introduced through a manifesto published across leading automotive magazines. The messaging was extended to radio audiences in Mumbai, Delhi, Pune, Bengaluru and Chennai, along with streaming broadcasts on Spotify, allowing the theme of childhood memories to reach listeners across multiple touchpoints.

Within the organisation, Volkswagen employees contributed to the initiative by sharing personal stories about the first time they connected with the idea of driving. These ranged from early memories of toy car collections and drawing vehicles to experiences of first long drives later in life. The internal video compiled these narratives, adding an authentic layer to the campaign and reinforcing the brand’s connection to the emotional origins of driving.

By turning a reflective question into a shared moment, Volkswagen India used Children’s Day to highlight the sense of curiosity and enthusiasm that often inspires a lifelong interest in cars. The campaign positions driving not merely as an adult milestone but as an emotion rooted in early imagination and play.