Jasprit Bumrah fronts Volkswagen India’s new campaign for VW Golf GTI

Volkswagen India’s new campaign for the VW Golf GTI, ‘Made of Legend’, highlights the brand’s performance focus. Featuring cricketer Jasprit Bumrah, the campaign aims to engage a new generation of car enthusiasts across India.

To launch the Golf GTI in India, Volkswagen aimed to highlight the car’s engineering and performance. PHD Media and 22feet Tribal Worldwide created a campaign that connected these qualities with cricket, featuring Jasprit Bumrah. In partnership with Rise Worldwide, the team executed a cross-platform campaign to position the Golf GTI for Indian audiences.

Speaking of the campaign, 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, said, “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.”

Commenting on the occasion, Jasprit Bumrah, said, “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 long admired for its precision and presence, and I’m proud to be associated with something that stands for performance par excellence.”