Mumbai: Volkswagen, Europe’s largest carmaker, recently launched the limited edition of the most popular carline Polo GT – The Polo GT Sport. The new Polo GT Sport is equipped with a host of exterior and interior updates, giving it a sporty and dynamic appearance.
As a creative partner to Volkswagen, DDB Mudra West’s intent for the campaign was to introduce the Polo GT’s brand new avatar – the Polo GT Sport to India. The car that’s an absolute delight to drive already was getting even sportier. To reel in the customers for a sportier derivative of the Polo GT, the agency had to create awareness, aspiration and excitement for the revamped version of India’s most loved hatchback, by showcasing the superior exterior and interior features and most of all communicating the guts and glory feel the car is made to arouse.
The Polo GT has always been a superior machine in terms of performance, being unparalleled in its class, with a 1.2L TSI and 1.5L TDI engine, that produces a rush of 77kW/105PS and 81kW/110PS of power, respectively, the 1.2 L GT TSI is mated to a 7 speed automatic DSG transmission. With a contrast black roof, rear spoiler, new sporty alloy wheels and updated stylish seat upholstery, the Polo GT is back in a meaner looking, and decidedly more stylish avatar.
Keeping the ongoing theme of ‘Respect’ intact, DDB Mudra West decided to play on the makeover of the Polo GT Sport. The film begins with the car crossing the nation’s border arousing curiosity and doubtful glances, the car continues to move with an unflinching attitude.
As it smoothly maneuvers along the crowded streets, this beast of a car becomes visibly more daring, and fearless; inspiring awe amongst onlookers. Thus, commanding even more respect as the Polo GT. The car is clearly moving through an opponent’s territory with a goal in mind. The film closes with the passengers of the Polo GT alighting out of the car to become part of the enthusiastic crowd, mingling well and yet standing out amongst the opponent team’s followers. The car stands for a sporty spirit; the film has attempted to communicate this bravado, this unflinching spirit of determination and the confidence in the car that makes it capable of taking on any opponent. The new look of the car reflects the gutsy and intimidating presence of the car.
The film is being showcased across television and digital medium, along with being supported by retail collaterals.
Kamal Basu, Head – Marketing & 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.”
As per Rahul Mathew, Creative Head, DDB Mudra West, “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.”
Agency: DDB Mudra West
Chairman & 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