Mumbai: Volkswagen India has unveiled its latest campaign for the iconic VW Golf GTI, titled ‘Made of Legend’, celebrating the car’s performance-led DNA through a powerful narrative brought to life by India’s ace fast bowler Jasprit Bumrah. The campaign blends the worlds of high-performance engineering and elite sportsmanship to connect with a new generation of automotive enthusiasts across the country.
The campaign marks a strategic collaboration between PHD Media – part of Omnicom Media Group India, and 22feet Tribal Worldwide. With a clear vision to humanise the Golf GTI’s legendary attributes, the agencies partnered with Rise Worldwide, Jasprit Bumrah’s talent management agency, to craft a culturally resonant, cross-platform narrative.
Backed by the insight that “precision, control, and performance aren’t just automotive traits, but qualities seen in individuals who become legends in their own right,” ‘Made of Legend’ draws powerful parallels between the composure of the GTI and the calm intensity of Bumrah.
Monaz Todywalla, CEO of PHD India, said, “When we approach partnerships for clients, a lot goes into evaluating and bringing it to life – ensuring it not only fits but elevates the narrative for all involved. The Golf GTI is a globally celebrated icon, defined by its engineering mastery and performance under pressure. Jasprit Bumrah embodies these very qualities – calm, consistent, and composed, with a quiet intensity that mirrors the GTI’s spirit, allowing him to inspire fans of VW in a unique way. We’re proud to have brought together two legends to craft a campaign that’s rich in context and storytelling.”
Vishnu Srivatsav, National Creative Director at 22feet Tribal Worldwide, added, “I’ve been a GTI fan for as long as I can remember. The GTI isn’t just a car—it’s an icon. Working on launching the Golf GTI in India has been a deeply personal and professional milestone for me. We knew this was more than introducing a vehicle—it was about doing justice to a legend. And in Jasprit Bumrah, we found the perfect embodiment of the GTI’s spirit—quietly composed yet capable of the extraordinary.”
Bishwajeet Samal, Head of Marketing and PR at Volkswagen India, noted, “Jasprit Bumrah brings both credibility and cultural relevance to the GTI narrative. This helps us build a strong emotional recall with our audience, while elevating the brand’s presence in the performance segment. The collaboration is rooted in strategic intent, and Bumrah’s persona aligns naturally with our motorsport DNA, putting the spotlight on performance and consistency with character.”
Speaking about the partnership, Jasprit Bumrah commented, “I’ve always believed that true performance doesn’t need to be loud – it just needs to be consistent. Partnering with Volkswagen and the Golf GTI felt like a natural fit. It’s a brand I’ve long admired for its precision and presence, and I’m proud to be associated with something that stands for performance par excellence.”
With Indian consumers increasingly gravitating toward brands that reflect their values and aspirations, the ‘Made of Legend’ campaign showcases the shift from product-centric marketing to culture-centric storytelling. Volkswagen’s collaboration with Jasprit Bumrah exemplifies how iconic design, engineering, and identity can align with personality and performance to create enduring brand affinity.
