Volkswagen has launched a campaign in India that sells the advantages of the navigation system that comes with the new Vento Highline Plus.
One of the key features in the car is the premium touch screen navigation and multimedia system. The campaign developed by DDB Mudra West, announcing the launch of the new Vento Highline Plus, is crafted around this feature.
The TVC was first released on 10th October 10, 2015 and was supported by communication in the digital and print medium. Recreating three real-life situations, the agency in true Volkswagen style, has attempted to communicate the high utility value of the touch screen navigation feature in the car.
In India, passersby are the default GPS for any lost driver and more than often, though willing to help, the directions they give are better off not given. Building on this consumer insight, the team developed three humorous TVCs that demonstrated this via an out-of-breath jogger, a paan-chewing man and man who gave “directions” despite the language divide.
The work highlighted the new Vento Highline Plus navigation system that would come to the rescue of all in such a situation, so that such characters ‘wouldn’t have to help’.
Kamal Basu, Head – Marketing & PR, Volkswagen Passenger Cars, said, “The brief was to communicate the attributes of Vento Highline Plus in a manner true to the unique tone of Volkswagen. Communicating the story in an emotional way that brings a twinkle-in-the-eye moment at the end. The DDB Mudra team has worked well on the brief and the final outcome has been fantastic.”
Commenting on the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “Like all memorable VW work, our new VW Vento campaign hinges on a simple human truth – that too, something that’s quintessentially Indian at heart – a country where getting directions may not necessarily lead you in the right direction. The films are done in a light, humorous style and I’m sure they’ll bring a smile to everyone’s lips.”