Volkswagen has rolled out a TV campaign for Polo’s hatchback Cross Polo - billed as a 'bolder' version of the Polo - comprising three 15-second films.
The campaign, which includes print, digital and on-ground legs, has been created by DDB Mudra.
The films attempt to 'humanise' the theme of ‘boldness’.
One of the commercials highlights the confidence of a young woman executive, who puts her colleague in his place for calling her ‘sweetie’. In another commercial, a seemingly regular guy steps out of his league when he finds himself in an elevator with a beautiful girl. On the pretext of telling her the floor number (to press), he gives her his phone number - impressing her in the process. In the third commercial, a couple moving to a new home have no qualms telling their conservative new neighbour that they aren’t married, but living in.
Sonal Dabral, chairman and chief creative officer, DDB Mudra Group, said, “It's always challenging to tell a compelling story in 15 seconds, more so for an iconic brand like Volkswagen. Our latest work succeeds in doing just that. The campaign is bold, smart, efficient and makes a point quickly and memorably just like the bold new Cross Polo.”
Louella Rebello, executive creative director, said, “It was challenging to communicate the 'Get bolder' proposition in 15 seconds. With the car shot and logo, we had just about six to seven seconds to play. So we set a context and took a stance in the establishing shot itself. These films were fun to make.”
On the launch of Cross Polo, Arvind Saxena, MD, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “The Polo is an important car line in the Indian portfolio and with ongoing updates we keep it relevant and exciting for our customers. The Cross Polo has been created for those looking at a premium hatchback in a sporty ‘crossover’ style.”
Agency: DDB Mudra Mumbai
Chairman and chief creative officer: Sonal Dabral
President: Rajiv Sabnis
Executive creative director: Louella Rebello
Senior vice president: Anurag Tandon
Creative team: Louella Rebello, Ashish Kharwatkar, Mandar Khatkul, Sahar Sehgaal
Director brand communications: Rakesh Varma
Account management team: Aaron D'souza & Stephen George
Agency executive producer: Achyutanand Dwivedi
Production house: Magic Hour Films
Director: Venky Iyer
Executive Producer: Samir Sarkar
Music: Gaurav Chatterji