Created by DDB Mudra, the campaign narrative brings a pleasant twist in the story and along with it, the twinkle in the eye moment, now synonymous with Volkswagen films
BestMediaInfo Bureau | Mumbai | June 30, 2015
Post its launch in 2010, the Volkswagen Vento has earned a reputation of being a premium sedan that delivers style with substance. With the launch of New Vento, Volkswagen aims to raise the bar for product superiority and style. The car maker has rolled out a new campaign, conceptualised by DDB Mudra, to support this launch.
The objective of the campaign is to showcase the New Vento as a complete package of thoughtful design and purposeful style.
From in-depth consumer research, it was evident that the new Vento buyer was a family person, who appreciated both substance and design. He would not compromise on what is best for his family or on his ride.
The TVC is a tale of the love received from the car being radiated. The key protagonist, a young guy, is seen seemingly grooving inside his new Vento much to the amusement of passersby. What the viewers realise later is that all his funny gestures were to charm and amuse his cute chuckling toddler safely tucked out of view in the backseat. The narrative brings a pleasant twist in the story and along with it, the twinkle in the eye moment, now synonymous with Volkswagen films.
The media rollout consisted of a 30-second TVC, along with print innovations in leading dailies. This was supplemented by OOH, digital and other interactive initiatives.
Rahul Mathew, Creative Head, DDB Mudra West, remarked, “Going the family way is often seen as going away from all that’s fun. But actually that’s a choice, not the rule. The new Vento makes sure that it’s a choice you don’t have to make when it comes to your car. And that’s what we tried to capture in the commercial. A man who sees the fun side to the responsibilities of a father.”
“The Vento has always been among our best received products in the market and with the changes made to the new Vento, we wanted to do something unique for this carline. The DDB Mudra team has worked very well on the brief and the final outcome is fantastic,” said Kamal Basu, Head - Marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India.
Brand: Volkswagen New Vento
Creative agency: DDB Mudra West
Chairman & Chief Creative Officer: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National Head Planning: Aditya Kanthy
Creative: Rahul Mathew, Ashish Phatak, Sanket Wadwalkar, Godwin Dmello, Prasad Patil, Shivani Singh, Yorham D’souza, Lavina Shahani
Account Management Team: Anurag Tandon, Rakesh Varma, Aaron D’souza, Rewis D’souza
Strategic Planning Team: Mou Roy, Deboleena Chatterjee, Pritesh Mukherjee
Films Team: Vishal Sane, Vishal Agarwala