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German car manufacturer Volkswagen announced its first brand campaign in India. The first television commercial, developed by DDB Mudra, will be aired on November 11.
Relatively new to the Indian automobile market, Volkswagen admits that the task at hand is to build brand awareness in the country.
"We are fairly new in the market. The brand awareness of Volkswagen is low. We have to raise awareness, create and improve the brand," says Lutz Kothe, chief general manager, marketing and public relations, Volkswagen India.
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With a similar insight, the TVC shows a young boy in a Volkswagen showroom deciding on the cars that he wants to 'book in advance' at various stages of his life one for his 18th birthday, one when he becomes the 'vice-president' of a company and another when he eventually becomes the chief executive officer.
The tagline at the end of the commercial says, 'German engineering. Made for India'.
On the thought behind the commercial, Bobby Pawar, chief creative officer, Mudra Group, says, "It is about giving people different cars at different stages of their lives. There is a Volkswagen for every stage.
"Today's kids are bold enough to ask for what they want. From that human insight came this commercial."
The current TVC focuses on the brand as a whole, showcasing the various Volkswagen cars with a clear intention to first build up the brand. Ads featuring individual cars will be worked on at a later date.
"It is a journey. It is important that we start the journey at the right time on the right note," Pawar adds.
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Kothe says that one needs to adapt both product and communication to the sensitivities of a country. What works in an international market may not necessarily work in India, he observes.
"This is a heart-winning TVC. We chose the thought because to create stories with humour is not really the worst thing in India," he remarks.
The TVC will stay on air till February.
Volkswagen will launch an integrated 360 degree communication campaign using print, electronic, digital and out of home media. Mediacom handles the media duties for the company.
Reluctant to share the exact ad spends ear marked for the campaign, Kothe says that spends will be "highly competitive".
Volkswagen has aggressive plans for India, with the company planning to roll out what probably is one of its most successful models the Beetle, fondly called The People's Car in December. Also on the cards in the same month is the Volkswagen Touareg, a mid-size luxury sport utility vehicle.
Volkswagen Polo will be launched in the first half of 2010. Currently, the company offers the Passat and the Jetta, its family cars, in the Indian market.
"By the time Polo is launched, we would want to be ready and make sure there is enough brand awareness," says Kothe.
The company is building its dealership networks both in the urban and rural markets.
"While our target group is essentially premium and upper premium, we want to be warm and appealing and a part of the masses," Kothe says.
Volkswagen has opened a manufacturing facility in Pune, where Polo will be manufactured. It also has a 'completely knocked out' factory in Aurangabad, which is an assembly unit.
It is learnt that currently, the Beetle will be imported for sale in India.
© 2010 afaqs!From siddhi, Wed 25 Nov 2009 01:25:30 AM
not done.
here is the original
http://www.afaqs.com/perl/advertising/creative_showcase/index.html?id=17172&media=TV
From siddhi, Wed 25 Nov 2009 01:17:23 AM why did they make such a bad copy of the original ad?
From Vinayak Ambekar, Sun 15 Nov 2009 11:12:53 PM It's a good attempt to create a sense of 'brand loyalty' for the VW brand in the mind of a customer by having a communication that the German car manufacturer has a product line for different stages in one's life that may be governed by different factors like affordability,luxury and so on so forth.Lotsa luck to this toughie in India
From state facts, Sun 15 Nov 2009 10:16:16 AM the ads were mere pieces of information put together. would have called them ads if they were engaging. unlike any other volkswagen international ads that we have seen till date this ain't moving at all.
From Rahul, Fri 13 Nov 2009 07:01:48 PM Great Campaign, well thought and executed.
From Adds, Thu 12 Nov 2009 11:49:04 AM This commercial falls very flat and amateurish, that too for a brand like Volkswagen.
From Carazoo.com India, Wed 11 Nov 2009 02:38:06 PM Thats great news. :-)
From bettermarketer, Wed 11 Nov 2009 12:32:11 PM Beetle will rule indian roads if launched a sub 2000 cc engine @ 10-11 lacs . if a overpriced high power car is launched will get killed in india.
From Vishal Shamra, Wed 11 Nov 2009 11:27:10 AM Its just you in TOI today... :) all the best for the rest
From Magesh, Wed 11 Nov 2009 10:10:13 AM Amazing. I can understand your status and quality of Product by Your Advertisement (Published in Times Of India). Good entry entry in print media. Waiting for Satellite media entry .My Best Wishes.
From shankar gn, Tue 10 Nov 2009 04:24:07 PM Beatle was the first car i fell in love.. still the have the nostalgic memoirs of the long drives i had 29 years ago.. Welcome Beatle to India...
From Kunal, Tue 10 Nov 2009 04:21:35 PM Think in print also the same TVC will get replicated, showcasing all stages of life(as there is roadblock) :)
From Sourav Biswas, Tue 10 Nov 2009 04:10:53 PM I am eager to see another big campaign......
From Jai ganesh, Tue 10 Nov 2009 02:51:12 PM great,, All the best volkswagen
From Pushpendra, Tue 10 Nov 2009 02:43:35 PM Mr. Lutz Kothe I think you have to identify such places in india where a upper premium person can enjoy a Volkswagen drive. Campaign should be based on this.
From Prem, Tue 10 Nov 2009 12:10:39 PM I want to see Beetle in India. My dream car too!
From Shishir Shah, Tue 10 Nov 2009 11:54:45 AM All the best Volkswagen ... Hope everything works for you ...
From vartika gupta, Tue 10 Nov 2009 11:53:58 AM Yay for this! I was so looking forward to buy a volswagen bettle, now which I can buy in India again... Kudos!
From Rahul Shrivastava, Tue 10 Nov 2009 11:16:47 AM I am waiting for Beetle. It's my dream car!
From romi, Tue 10 Nov 2009 09:44:34 AM dat's gr8 volkswagen tvc is launching,,,
