Volkswagen has rolled out a TVC for the launch of the revamped Polo.
The film conceptualised by DDB Mudra opens with a boy erasing a name on an old notebook label and writing his. He longingly sees his elder brother take in the smell of his new book, seated next to him. A series of situations show him yearning for something new, while making do with his brother’s hand-me-downs. Wearing his brother's old uniform that doesn’t fit, he walks behind while the elder sibling plays on a video game. He cycles on an old bike while his brother whizzes past on his brand new bicycle. On a basketball court, his old shoes are in stark contrast to his brother’s spanking new ones. The scene shifts to a man driving on an empty stretch, when he sees a Volkswagen Polo approaching him. As the Polo reaches alongside the other car, the drivers (ostensibly the brothers, with the protagonist in the Polo), exchange a smile. The Polo drives past even as the elder brother looks on. A voice over and super announce ‘Feels that good’ before the powerful engine, sporty styling and dual air bags of the new Volkswagen Polo are introduced.
Sonal Dabral, chairman and CCO, DDB Mudra Group, said, "The new refreshed Polo has unique features that deliver a superior driving experience. We used hand-me-downs as a creative device to make the point that driving the new Polo, with these features, makes you feel so good. It uses the tonality of all Volkswagen advertising where the product is at the centre and there is humour woven around it, leaving the viewer with a 'feel good' factor."
The Polo was relaunched on 15 July, with new engine options and revamped exteriors.
Client: Volkswagen India
Agency: DDB Mudra West
Chairman and CCO: Sonal Dabral
Office head: Rajiv Sabnis
Creative head, West: Rahul Mathew
National planning head: Aditya Kanthy
Business head: Anurag Tandon
Executive creative director: Venkatagiri Rao
Creative directors: Karunasagar Sridharan, Ashish Kharwatkar, Mandar Khatkul
Creative team: Karunasagar Sridharan, Ashish Kharwatkar, Mandar Khatkul, Pashyn Sethna, Sandesh Kambli, Dhrupal Mehta
Account management team: Rakesh Varma, Aaron D’Souza
Account planning team: Mou Roy, Abhinit Agarwal
Films dept: Vishal Agarwala