AdStrat: Volkswagen Polo & Vento – IPL Edition II

16 Apr,2012

Rajeev Raja, Consultant, DDB Mudra Mumbai

 

Campaign Title: Polo/Vento Offer

 

Brand: Volkswagen Polo & Vento- IPL Edition II

 

The Brief:

Keeping in line with its global tradition of sports affiliations, Volkswagen inIndiahas a partnership with the IPL, an innovative cricketing format. For its mass models, Polo & Vento, Volkswagen was launching a special edition model with added features (interactive pad that could be used to watch live media/ entertainment) for a cricket crazy nation.

 

The task was to create awareness about the special edition models with this added feature and, thereby, create desire amongst the consumers.

 

Media vehicles chosen:

We sought to develop a full 360 degree communication for the offer, which included very interesting television commercials, print, OOH & digital work.

 

Key issues kept in mind while executing the ad:

Create a communication that would stand out in the overcrowded ad space during the IPL event. Yet it needed to be simple, entertaining and within the Volkswagen tonality and manner of communication.

 

The thought process behind the creative:

Volkswagen is the only official automobile partner for the IPL. Therefore, it was only fair to make Volkswagen the ‘official vehicle’ to deliver the IPL experience to the cricket crazy nation.

 

Packed with IPL-centric features and branding, it gave the cricket enthusiast a chance to not just view the IPL, but also to live the experience of this cricketing extravaganza.

 

No matter where you are or where you go, you will never be far away from the IPL action thanks to the Volkswagen IPL Polo and Vento Edition II. From this emanated our strategy for the campaign.

 

What according to you is the differentiating factor about the campaign?

It is one of the first campaign which has the IPL woven into the story line. It also manages to beautifully inject humour and heart into innovation and technology.

 

Month and Date of Release: March 2012

 

Credits:

Unit Name: DDBIndia

Office Head: Rajiv Sabnis

CCO: Sonal Dabral

Business Head: Anurag Tandon

Creative Head: Rajeev Raja, Louella Rebello

Art: Sreejith Kadoth

Copy: Ranjit Sasidharan

Account Management: Avik Choudhury, Monish Debnath, Aaron Dsouza

Films Department: Michael Remedios

Director:  Will van der Vlugt

Production House: Caramel Pictures

 

Creatives:

Print: JPG format [up till 10mb]

TVC: MPEG or MP4 format[without slate, up till 10mb]

 

 

 

Post a Comment 

2 responses to “AdStrat: Volkswagen Polo & Vento – IPL Edition II”

  1. Vaibhav Mathur1995 says:

    how does this tv works

  2. Shyaam sundar says:

    May I know who is the female model in this Vento Ad? She resembles Actress Vidhya Balan

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