Arati Rao
Sep 13, 2012

Volkswagen says cars' features speak for themselves

Watch the ad film created by DDB Mudra Group

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The new ad for the Volkswagen Polo and Vento is centred on the new features of the cars. The campaign has been created by DDB Mudra. A man comes to the showroom to check out the cars. Without exchanging a word with the sales representative, the ad shows him fascinated with the features packed into the new versions of Vento and Polo.

The refreshed product line for the Polo and Vento has been communicated through the campaign. Anurag Tandon, senior vice president, DDB Mudra Group, said, "The brief was to communicate that the cars are loaded and to keep excitement about them alive."

On the creative execution, he added, "It's a simple thought that the cars are so loaded that they speak for themselves, and no one needs to say anything else  about them."

In a print leg of the same campaign, on 11 September, an innovation was carried out in The Hindu, The Hindustan Times and The Times of India. Bringing back to mind the 'talking newspaper' innovation by Volkswagen some time ago, this one again featured a light-sensitive chip attached to the paper that began to vibrate as the paper was opened. This was intended to communicate 'the shiver of excitement' readers would experience when they see the exciting new features in the Polo and Vento.

The current campaign for the loaded version of these cars will be seen across media including digital (handled by G2). According to Tandon, the campaign has legs to run into October, and a call on extending it into the festive season is yet to be taken.

Credits:

Client: Volkswagen India

Client team: Lutz Kothe, Bishwajeet Samal, Pratik Mehta

Creative agency: DDB Mudra Group

Creative team (Campaign): Louella Rebello, Mandar Khatkul, Ranjit Sasidharan, Sreejith Kodoth, Shirin Johari, Prashant Kalipurayath, Pashyn Sethna, Saurabh Sankpal, Anand Vyas

Account management (Campaign): Anurag Tandon, Giridhar Bhat, Pankaj Shetye, Akash Philip

Creative team (Silent TVC): Sonal Dabral, Louella Rebello

Account management (Silent TVC): Anurag Tandon, Giridhar Bhat

Films: Michael Remedios

Media agency: MediaCom

Source:
Campaign India