Volkswagen's new commercial commands 'respect'

Volkswagen has launched a new ad campaign to introduce its newly launched limited-edition carline Polo GT Sport. The campaign, conceptualised by DDB Mudra West, sticks to the theme of ‘Respect’ to reel customers for the sportier derivative of the Polo GT.

The ad film begins with the car crossing the nation’s border, arousing curiosity and doubtful glances but it keeps moving forward. We see the car manoeuvring through narrow lanes and crowded alleys, inviting stares and admiration. In the end, we see a crowd of people with their faces painted and carrying the flag of Bangladesh, obviously on their way to a game of cricket. The car finally comes to a stop and the occupants, all sporting the blue of Team India, come out. The car stops in front of a stadium and we see everyone celebrating and cheering as one, irrespective of their nationality.

Kamal Basu

Commenting on the campaign and the theme of ‘Respect’, Kamal Basu, Head, Marketing and PR, Volkswagen Passenger Cars, said, “The Polo GT has been an integral part of the Volkswagen portfolio in India and we recently strengthened the proposition with the introduction of the Sport edition. Retaining the legacy of ‘Respect’, the new TVC seamlessly demonstrates the powerful product attributes that conveys a strong and bold message.”

Rahul Mathew

Speaking about the element of rivalry in the communication, Rahul Mathew, Creative Head, DDB Mudra West, said, “You don’t even have to go through the specs to see that the Polo GT Sport packs a serious attitude. It’s this attitude we wanted to capture in our communication. And what better way to bring attitude to life than through some good ol’ rivalry.”

The TVC:

Credits:

Client: Volkswagen

Agency: DDB Mudra West

Chairman and Chief Creative Officer: Sonal Dabral

President and Managing Partner, DDB Mudra West: Rajiv Sabnis

Account Planning Team: Aditya Kanthy, Mou Roy, Ankur Kapoor

Creative Team: Rahul Mathew, Shagun Seda, Kapil Tammal, Lalit Sakurkar, Vinay Singh, Priyank Bhadkamkar, Savio Banerjee, Faraaz Ansari

Account Management Team: Anurag Tandon, Rakesh Varma, Rewis Dsouza

Films Team: Vishal Sane, Siddhi Bhopale

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