Raahil Chopra
Sep 06, 2011

Volkswagen launches a revamped version of the Jetta

WATCH the TVC created by DDB Mudra here

wide player in 16:9 format. Used on article page for Campaign.

Volkswagen has launched an upgraded diesel variant of its sedan the Volkswagen Jetta for which its creative agency Mudra has created the launch communication.

The TVC for the new Jetta shows the story of a boy born with wings. He uses his wings to his advantage in different situations which makes him into a celebrity until he spots the Jetta in a Volkswagen showroom. The film ends with him shown dropping his wings and driving off in the new Jetta with a super that reads ‘The all new Jetta, you’ll do anything to drive it’.

Talking about the campaign Bobby Pawar, chief creative officer, Mudra Group and Rajeev Raja, national creative director, DDB Mudra said, ‘It is an old DDB belief that the magic is in the product. It’s certainly true of the all-new Jetta. It’s a car whose drive isn’t just sporty and dynamic, it’s addictive. From there it was an easy leap to the idea of people doing anything to drive the car.  The trick was to make each expression of the idea in every medium from TV to print to digital special, by making sure they were all surprising, humour and they brought a twinkle to your eye’. 

Lutz Kothe, head of marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “For the new Jetta’s launch campaign we continue with our highly innovative approach in India. We’ve seen that people do appreciate this. Along with our TVC, in our 360 degree approach, the OOH medium will see some highly innovative work and we will have a social media campaign which will be in combination with our traditional advertising approach.”

Volkswagen has also created a website for the Jetta, www.anything4Jetta.com. The enitre social media campaign is maintained by Grey Digital and asks people to Tweet what would they do for the all-new Jetta. The best Tweet would end up winning the car. 

Commenting about the concept, Bishwajeet Samal, head of marketing communication, Volkswagen, said, “We wanted to communicate and engage with users on Twitter in a way which encourages them to be innovative; which is one of the core values for Brand Volkswagen. What better medium than Social Media? The first days of the campaign have been fabulous and we are hoping to the see the twitterverse buzzing with #anything4jetta during the entire contest period.”

On the digital campaign, Kothe added, “We wanted a 360 campaign, not the way it is typically done. Each medium has its role and that’s what we expected our agencies to come back with. I am glad the campaign is getting a lot of good response across all the touch points. The contest on digital is one more step towards becoming the most interactive brand.”

See images from the print innovation here

Hindu

 

 
 
TOI
 
 
Credits for the TVC
 
Title: VW Jetta 'Flyboy'
Client: Volkswagen India
Head of marketing and PR: Lutz Kothe
Head of marketing communication: Biswajeet Samal
Marketing communication: Pratik Mehta
Agency: DDB India / Mudra Group
Chief creative officer: Bobby Pawar
National creative director: Rajeev Raja
Creative directors: Ranjit Sasidharan and Sreejit Kodoth
Vice president: Anurag Tandon
Film head: Michael Remedios
Production: Goodoil Films / Nomad Films
Director: Hamish Rothwell
DOP: Crighton Bone
Exec Producer / Nomad: Amitabh Bhattacharya
Producer / Goodoil - Sam Long
Editor: Peter Sciberras at The Butchery, Melbourne
Post production: Fuel VFX, Sydney
Post supervisor: Paul Butterworth
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 day ago

Netflix announces ad tier milestone and adtech platform

The streaming platform’s ad-supported plan reaches 40 million global monthly active users and drives 40% of all signups in the 12 countries where it’s available.

1 day ago

Whisper unveils new phase of #KeepGirlsInSchool to ...

The latest poignant film seeks to normalise periods as healthy changes, empowering young girls to reshape their narratives around puberty.

1 day ago

Group M broadens remit of Wavemaker global chief ...

Jenner will remain as Wavemaker global chief executive.

1 day ago

Samsung's LTE Galaxy Watch6 campaign unlocks ...

The brand's latest film highlights the integration of LTE into consumers' lives, positioning the watch as a reliable digital companion.