AdStrat: DDB Mudra executes a new campaign for Vento

30 Jun,2015

Objective

The objective of the campaign was to showcase the New Vento as a complete package of thoughtful design and purposeful style.

 

Campaign Idea

From in-depth consumer research, it was evident that the New Vento buyer was a family person, who appreciated both substance and design. He would not compromise on what is best for his family or on his ride. The New Vento is the car he was long waiting for. With its thoughtful design and blend of style, it is sure to make the owner feel the love it has been crafted with and ensure that he passes it on to his near and dear ones.

 

Creative Execution

The media rollout consisted of a clutter-breaking 30-second TV commercial, along with print innovations in leading dailies. This was supplemented by OOH, digital & other interactive initiatives.

 

The TVC is a tale of the love received from the car being radiated. The key protagonist; in this case, the young guy is seen seemingly grooving inside his beautiful New Vento much to the amusement of passersby. What the viewers realize later is that all his funny gestures were to charm and amuse his cute chuckling toddler safely tucked out of view in the backseat. The narrative in true Volkswagen style brought a pleasant twist in the story and along with it, the twinkle in the eye moment, now synonymous with Volkswagen films.

 

Quoting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said, “Going the family way is often seen as going away from all that’s fun. But actually that’s a choice, not the rule. The new Vento makes sure that it’s a choice you don’t have to make when it comes to your car. And that’s what we tried to capture in the commercial. A man who sees the fun side to the responsibilities of a father.”

 

“The Vento has always been among our best received products in the market and with the changes made to the New Vento we wanted to do something unique for this carline. The DDB Mudra team has worked very well on the brief and the final outcome is fantastic” said Kamal Basu, Head- Marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt. Ltd.

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