Volkswagen Ameo's TVC celebrates father and son relationship

A set of four films gives a glimpse into the dynamics of Indian families keeping in focus the father-son duo. The campaign has been conceptualised by DDB Mudra and directed by Shakun Batra, who has films like Kapoor and Sons to his credit

BestMediaInfo Bureau | Mumbai | June 30, 2016

Click on the image to watch the TVC.

DDB Mudra has conceptualised a new TVC to launch Volkswagen's Ameo in the compact sedan segment in India. The campaign is a set of four ad films: one has already been launched and the other three will be launched soon. The upcoming ad films will talk about the features of the car keeping in focus the father and son duo.

Unlike most of the car campaigns, the commercial gives a glimpse into the dynamics of Indian families. The storyline of the TVC depicts a modern day father-son relationship in an urban household.

Kamal Basu

Talking about the commercial, Kamal Basu, Head of Marketing and PR, Volkswagen Passenger Cars, said, “The first thing that we identify for any of our development process is the target segment. Once we identify who will be our potential buyer, we deep dive together with the agency to find out insights about that target group. The brief to the agency was a very well defined target group, to make Ameo a part of their lifestyle, rather than something imposed on them.”

Elaborating on the target audience, Basu said, “In this case we define the target group in terms of the demographics as 28-30 years old and we call it a 'Bulls Eye target group'. The broader group would be between the 25-45 age group. We mostly relate to the 'Bulls Eye' target group, who are ready to get married, or going through a transformation from the boyhood to adulthood.”

The TVC is directed by Shakun Batra who has made films like Kapoor and Sons.

Commenting on the Ameo TVC, Shakun Batra, Film Director, said, “The uniqueness of the dynamics in the relationship between father and son is something that has transcended generations and holds a certain relevance that every father and son is bound to associate with. Choosing the Volkswagen Ameo is a decision that exudes responsibility, dependability and maturity. It earns the man his first special moment of acknowledgement from his family and friends and is a decision that he can be proud of. Through the Ameo TVC, we have tried to portray this sentiment in a creative, nostalgic and humorous manner, with a father-son duo.”

Basu added, “The made-in-India and made-for-India Ameo is a very important product for Volkswagen, and it gives us immense pleasure to introduce this carline to consumers in India. In India, the purchase of a car is a momentous occasion for families, bringing them closer together. Through the Ameo TVC, DDB Mudra has cleverly captured this insight in a manner that is certain to strike a memorable chord with our target audience.”

Sonal Dabral

Elaborating on the ad campaign, Sonal Dabral, Head, DDB Mudra, said, “For the Volkswagen Ameo, we picked up on two key insights, from urban Indian households during our research. One being the celebration associated with the purchase of a new car, and second the dynamic yet sensitive relationship shared between father and son. The Ameo, with its state-of-the-art features, German engineering and solid build quality, is a car that symbolises the start of a new mature phase of life, calling for a new way of thinking. A car, that isn't a boy's decision but that of a man. In a manner that's the hallmark of all Volkswagen communication, the Ameo TV campaign captures these elements using wit and creativity while strongly delivering the Ameo message to the target consumers.”

On how well the TVC stands with the brand's philosophy, Basu said, “The TVC fits in very well with the company's philosophy. Most of our TV commercials tend to have, what we call 'Twinkle in the eye'. In this commercial you will see that it's the car that helps the father and the son bond and come together.”

The campaign will be promoted on a 360 degree platform, which includes television, digital, print, radio and outdoor.

Basu pointed out the difference in the commercial from other car ads. “Today, if you put 10 TVCs together that the car manufacturers have been doing, the degree of similarity is a lot and that makes it difficult for a person to differentiate from one car to another. Most of the advertisements tend to have a very similar car and family shots. We have tried to be different in our execution.”

The 45-second TVC revolves around the father and son duo. They don't talk to each other directly. They communicate, but through the mom who is shown at instances. For example, the son in his room was imitating some action from the video he was watching. The dad opens the door and indirectly talks to him by calling out to the mother that 'Tell your son that he is 27'. To which the son replies indirectly, 'Tell him that I am 28'. In another instance, the dad asks the son indirectly to wear a shirt to the meeting. To which the son replies, 'Tell him time has changed'. To give a slight emotional finish, they both talk directly, when the father saw the brand new Ameo car parked outside the house and he asks the son to take him for a drive. Like this, the car brings them together to talk directly and the TVC ends with the tagline, 'Think Pride, Think New'.

Volkswagen currently offers the Polo, Vento, Jetta, Beetle and Ameo in India. The brand Ameo is the first entry into a completely new segment of compact sedan. The car is designed and made for India only and it does not exist anywhere else in the Volkswagen world.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/06/Volkswagen-Ameo-TVC.jpg

Credits:

Client: Volkswagen Passenger Cars

Brand: Ameo

Agency: DDB Mudra

Production House: Native

Director: Shakun Batra

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Info@BestMediaInfo.com