DDB Mudra West’s humorous tv campaign for Volkswagen communicates the attributes of the New Vento Highline Plus’ navigation feature
Volkswagen recently launched the New Vento Highline Plus in India. This edition of the Vento comes with aesthetic and design upgrades that augment its superior driving experience.
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 tv campaign was first released on the 10th of October 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 3 sharp and 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’.
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.”
Kamal Basu, Head – Marketing & PR, Volkswagen Passenger Cars added, “The brief was to communicate the attributes of Vento Highline Plus in a manner true to the unique tone of Volkswagen. Thus communicating a story in an emotional way that brings the ‘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.”
Credits –
Chairman & Chief Creative Officer: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National Head Planning: Aditya Kanthy
Creatives: Rahul Mathew, Manish Darji, Ferzad Variyava, Pashyn Sethna, Soumen Nath, Robbie John, Dhrupal Mehta, Bhaskar Dwivedi, Riti Hamlai, Manuja Patil
Account Management Team: Anurag Tandon, Rakesh Varma, Aaron D’souza, Rewis D’souza
Strategic Planning Team: Mou Roy
Films Team: Vishal Sane, Siddhi Bhopale