Volkswagen India rolls-out its new brand communication ‘You’re in a Volkswagen’ that captures the true emotion of owning a car: ‘For those who are in love with driving, in love with motion’. A Volkswagen isn’t just a car, it’s a people’s car. Our customers vouch for it. “I cannot wait to grab my keys and go for a drive in my Volkswagen. It’s such a no-nonsense car,” said one of the Volkswagen consumers.
Filled with stories that become memories, it absorbs the emotions of all its occupants while being driven and covering million kilometres across the cities of India. A true driver’s choice that receives an unparalleled experience of uncompromised safety, superior build quality, comfort and fun-to-drive journey.
The new brand communication captures a 360° perspective emphasising what it means to drive a Volkswagen. A brand promise that prioritises a holistic customer experience, right from the offerings to must-have essential product features that service initiatives, making us transparent and valuable. A Volkswagen stands for accessible and premium mobility solutions, a value-for-money proposition to its customers.
Conceptualised by the DDB Mudra Group with media planning by PHD, the new consumer-friendly campaign takes a brand-first approach to build a robust emotional equity in the automobile market. You’re in a Volkswagen is inclusive: It’s about people and their families, the human moments that make Volkswagen, a Volkswagen. One must experience it, to understand the beauty of it.
In a belief to deliver on the promise constantly, this is a stride to become more accessible to Indians and celebrate the rich diversity that India entails.
Mr. Ashish Gupta, brand director, Volkswagen Passenger Cars India, said, “Our new brand campaign is centred around a simple yet powerful idea – ‘the quintessential moments experienced by our customers in a Volkswagen’. It is a celebration of the passion, exhilaration, freedom and joy that’s experienced from being behind the wheel. The unforgettable journeys and memories that make every drive extraordinary in a Volkswagen. It’s a promise that we as Volkswagen offer our customers, German-engineering, safety and a fun-to-drive experience.”
Mr. Abbey Thomas, head of marketing and PR, Volkswagen India, said, “The core theme of the campaign revolves around the concept that a Volkswagen is not just a machine to own, but a vehicle designed to be driven and experienced. This includes its commitment to safety, innovation and German engineering, its superior build quality, suite of world-class services and above all the fun-to-drive experience that is such a characteristic of all Volkswagen-engineered cars. It will urge customers to get behind the wheel of a Volkswagen because when it comes to a Volkswagen, the true experience is when you sit behind the wheels and enjoy the comfort and driving dynamics that’s when you’ll know - You’re in a Volkswagen.”
Mr. Rahul Mathew, chief creative officer, DDB Mudra Group, said, “When you make cars for the love of driving and for those in the cars, then you become more than just a car - you become a feeling. And Volkswagen has always embodied this. It was now time for us to come out and say it – You’re in a Volkswagen.”
The hallmark of this campaign lies in its availability in eight local languages which stands as a testament to the brand’s commitment to fostering stronger connections with its customers. This multilingual endeavour ensures that the brand message is not just understood, but also felt on a personal and emotional level, making the campaign a truly immersive experience.
The brand has a strong portfolio of German-engineered cars: Virtus, Taigun and Tiguan. In tandem with the India 2.0 strategy, Volkswagen cars are bigger, bolder and better. Taigun and Virtus have owned the safety narrative on Indian roads - with both scoring the five stars for adult and child occupant safety on the GNCAP safety tests. Armed with this strong portfolio, Volkswagen India is creating a larger network and bringing the Volkswagen experience closer to customers.