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It ‘feels that good’ with the new VW Polo

The campaign, created by DDB Mudra, narrates the desirability of the new Polo with a story of two siblings and their growing up journey

Sarmistha Neogy | Mumbai | July 21, 2014

VW-Polo-TVC Click on the image to watch the TVC.

Volkswagen has launched a television commercial for the launch of the new Polo. DDB Mudra has conceptualised the campaign which narrates the story of two brothers and their growing up journey. It captures the desperateness and the yearning of the younger brother who always uses old things handed down by the elder sibling. However, there is a slight twist to this usual routine when the day comes when he owns a brand new Volkswagen Polo.

The 45-second TVC opens with a boy erasing the name on an old textbook and writing his. Even as he does so, his elder brother, who is seated next to him, takes in the smell of the fresh pages from his new book. He wears his brother’s old school uniform, which doesn’t even fit him properly, and walks behind his elder sibling who is on a video game. He cycles on an old bicycle, while his brother rides a new one. And on the basketball court, his old shoes are in stark contrast to his brother’s new pair.

The next scene shows a man driving on an empty stretch while he sees a Volkswagen Polo approaching him. The man in the driver seat of the new Polo is the younger brother. He winks at its elder sibling and drives past him. All throughout the film, the ‘hand-me-down’ music plays in the background and it ends with the voiceover saying: ‘The New Polo - feels that good’.

Sonal Dabral Sonal Dabral

Sonal Dabral, Chairman & Chief Creative Officer, 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."

Michael Mayer, Director, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “With its best-in-class build quality, outstanding driving dynamics and excellent safety credentials, the Volkswagen Polo has already established itself as a leading contender in the premium hatchback segment in the Indian car market. With the new Polo, we hope to do even better and reach out to an ever-increasing number of discerning car buyers across the country, who demand nothing less than the very best that German engineering has to offer.”

The new Polo was launched on July 15 in the Indian market. Design and styling changes on the new Polo include a new front grille, new front bumper with integrated fog lamps and cornering lights, new headlamps, new rear bumper with integrated license-plate carrier and reflectors, new wheel covers and on the Highline version, new 15-inch alloy wheels. The car’s revamped interiors feature new fabrics for seat upholstery, a sportier steering wheel and silver-painted centre console. Airbags are fitted as standard equipment on all versions of the new Polo.

The TVC:

[youtube]http://www.youtube.com/watch?v=aOxypkEBVf0[/youtube]

Credits:

Client: Volkswagen India

Agency: DDB Mudra West

Chairman & Chief Creative Officer: 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: Rakesh Varma, Aaron D’Souza

Account Planning: Mou Roy, Abhinit Agarwal

Films Dept: Vishal Agarwala

Info@BestMediaInfo.com

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