Volkswagen to launch first TV ad in India

Volkswagen India is targeting the Indian consumer with its first television ad which will go on air tomorrow.

The German auto major is launching an integrated 360-degree communication campaign conceptualised by DDB Mudra.

The ad 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'.

Besides television, the integrated communication campaign will involve print, digital and out-of-home media for the first time in India. The campaign is aimed at heightening Volkswagen's brand equity in the Indian market.

Elaborating on the campaign, Lutz Kothe, chief general manager - marketing and PR, Volkswagen India, said, ''Based on a clear brand strategy, Volkswagen is known for its cutting-edge advertising across the world. Our powerful and creative campaigns continue to have a special place in the consumer's mind through decades. With our first brand campaign in India, we have strived to achieve the same for our consumers here and are confident that they will take to it.''