Volkswagen India has launched the mid-size SUV ‘Taigun’ with the ‘Hustle Mode On’ campaign. As part of the campaign, the ad films were conceptualised by DDB Mudra with digital amplification by 22feet Tribal Worldwide.
The films featuring Ali Fazal and Kriti Kharbanda celebrate the fast-paced, never-relenting consumer while showcasing the SUVW as their perfect dynamic partner.
Keeping the consumers at heart, Volkswagen has moved from product-focused communication to the new campaign emphasising understanding the dreams and aspirations of the consumers.
In a press release, DDB Mudra said, “Turning the Hustle Mode On, the ad film encapsulates this go-getter attitude of young India, its vibrant and confident consumers who believe in moving fast, working smart and chasing their dreams. This is an SUVW that focuses on them, not itself.”
To strengthen Taigun’s SUV perception, the campaign was initiated with innovative consumer engagement activations such as Spotify playlists and quizzes on social media. The initiatives were aimed at familiarising people with the SUV portfolio of the brand Volkswagen and introducing the latest SUVW, Taigun. The Taigun Squad was another initiative to provide exclusive product experience to Taigun Squad members. The members of the exclusive group were made privy to updates and activities that kept them up close and personal with the Taigun, even before its launch in India.
Ashish Gupta, Brand Director, Volkswagen Passenger Cars India, said, “For the Volkswagen Taigun, identifying the target audience and customer positioning was one of the key requirements to build the product campaign. The Taigun customer base is someone who is passionate, ambitious, energetic, vibrant, upwardly mobile and confident. Perfectly matching our customer lifestyle is the Bold, Dynamic and German-engineered Volkswagen Taigun. Through the campaign, we’ve intended to represent the lifestyle and journey of our customers, which has been narrated and captured well by our creative partners.”
Rahul Mathew, CCO, DDB Mudra Group, said, “If there is a word that captures the zeitgeist of the youth, it’s hustle. So, we wanted the new Taigun to stand for the perfect partner to their everyday hustle; whatever it may be or wherever it may take them. And the campaign brings to life the verve, drive and vibrancy of the urban hustle.
The media strategy is built on the Consumer Moment Planning framework that encompasses 360-degree media touchpoints capturing both in and out market audiences. A mix of high reach platforms like TV, IPL, Print, OOH, YT as well as full-funnel platforms Search, Social, Auto portals, Display and others are deployed to amplify the Taigun campaign
Creative Teams: DDB Mudra West & 22feet Tribal Worldwide Mumbai
Director: Aakash Bhatia
Production House: Loudmouth Films