VW unleashes 'power beyond the ordinary' with the Polo GT TSI

The launch advertising campaign, conceptualised and executed by DDB Mudra, is pegged on the message why choose between power and fuel efficiency when you can drive both in one car?

BestMediaInfo Bureau | Mumbai | June 7, 2013

Maximum power, minimum consumption. A strong stance for a hatchback, but the Volkswagen Polo GT TSI lives up to every bit of it. Launched on April 29, 2013, this powerhouse performer ends the usual debate between economics and adrenaline. The thinking is simple. Why choose between power and fuel efficiency when you can drive both in one car?

This hot hatch brings with it a smooth 7-speed DSG (Direct Shift Gearbox) transmission, a first for small cars in India. With a 1.2-litre engine, the GT's power output boasts a surprising 77 kW @ 5000 rpm and a maximum torque of 175 Nm @ 1500-4100 rpm.

Commenting on the launch, Arvind Saxena, MD, Volkswagen Passenger Cars, said, “The new Polo GT TSI is the perfect answer to a lot of customer demands as it combines 'Maximum Power with Minimum Consumption'. The whole campaign works on this idea and translates it in a creative and innovative way.”

The rollout was backed by a sharply-executed TVC, followed by a series of enjoyable yet informative print ads. Not to mention the exciting outdoor implementations, in sync with the Volkswagen spirit of innovation. The entire launch campaign has been conceptualised and executed by DDB Mudra.

The creative idea was borne out of the car's flagship ingredient – power. The agency went a step further by humanising power in its campaign. After all, a feature holds value only when it contributes to a more fulfilling life. Thus was born 'power beyond the ordinary' – the message behind the TVC.

The spot follows the eyes of a young boy mesmerised by his 'Super Dad' who ca do nothing wrong. He observes his father performing seemingly everyday tasks around the house like a superhuman. The high point comes when we see the father's car, which is the powerful new Polo GT TSI, and we understand why the son thinks his father is a superhero.

The print ads are tactically made to be descriptive, yet disruptive. They impressively lineup all the features of the new hatch, while sticking to the car's fundamental association with 'power'.

Commenting on the film, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, said, “It's always rewarding to create work for Volkswagen. An iconic brand with its own distinct voice of telling insightful human stories with wit and intelligence. This latest piece of work for the powerful Polo GT is one such story. We're very proud of this new TVC and I'm sure not just Superdads, but everyone will fall in love with it.”

Louella Rebello, Executive Creative Director, DDB Mudra Group, added, “This one's been a joy to make. It's an endearing and fun way to say 'power' and how that is interpreted through the eyes of a child.”

While power is clearly the Polo GT's biggest draw, the communication doesn't leave behind its other hero – the TSI engine. Designed to deliver maximum torque from engine speeds as low as 1500 rpm, it makes the hatch perfect for both driving pleasure and fuel economy. Or perhaps a notch better than perfect.

The TVC:

Credits:

Chairman & Chief Creative Officer: Sonal Dabral

President: Rajiv Sabnis

Executive Creative Director: Louella Rebello

Creative team: Sonal Dabral, Louella Rebello

Senior VP: Anurag Tandon

Group Director Brand Communications: Giridhar Bhat

Account Planner: Aditya Kanthy

Advertiser's Supervisor: Nobert Andrup

Production House: Fleet

Director: Daniel Rosenfeld

Cinematographer: Petra Korner

Info@BestMediaInfo.com

Info@BestMediaInfo.com