Campaign India Team
Jan 29, 2019

The monk who retained his Passat

Watch the film conceptualised by DDB Mudra here

Volkswagen India has rolled out the launch campaign of the latest generation of the Passat. 
Conceptualised by DDB Mudra West, the film shows a Passat being driven across Ladakh. It captures the eyeballs of everyone, across age groups around the car, before it finally comes to a halt by the foothills. That's when it is revealed that the driver is a monk, who has given up on everything but can't give up on the luxurious car.  
Steffen Knapp, director, Volkswagen Passenger Cars, said, “The Volkswagen Passat is an exceptionally iconic car known globally for its sheer design, performance and superior safety. Equipped with path-breaking technologies and innovative vehicle assistance system, the Passat is a carline you cannot give up. Rightly showcasing this sentiment, DDB Mudra has created an unexpected visual of a prospective Passat owner.”
Shagun Seda, executive creative director, DDB Mudra Group, said, “How do you break the conventions of luxury car advertising without really breaking them? Add an unconventional twist. The Passat is the perfect example of effortless luxury. It makes a statement without shouting .We stayed true to the Brand’s style of communication by telling a simple and human story with a playful wink at the end.”
The film is on-air across TV, theatres and digital.
For Campaign India, the ad brings back memories of a campaign launched by Star Sports for the India-Pakistan Champions Trophy game in 2017. Are we the only ones who think so? Do let us know through twitter: @campaign_india or on
Client: Volkswagen
Agency: DDB Mudra West
Creative team: Rahul Mathew, Shagun Seda, Manish Darji, Rajeshwari Rao, David Vaz
Account management: Anurag Tandon, Rakesh Varma, Kunal Dangarwala, Hemant Joshi
Account planning: Sonal Jhuj, Aadhya Sharma
Films: Vishal Sane, Meenaz Lala
Campaign India

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