Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was seeking an awareness of 40% and an ambitious sales target of 14,000 units.

Volkswagen Polo: Youth marketing

Ashwini Kamat, Deepa Jatkar, Zarius Captain, Aatika Ansari, Rohan Jadhav, Ankita Derasaria,Pooja Patil, Nova Das, Pradeepan Pacha, Alex Anthony, Girish Vyas, Padmaraj Krisnkutty and Sridhar Surve

Campaign details

Brand owner: Volkswagen India MediaCom India Volkswagen Polo India Branded content, Events and experiential, Games and competitions, Outdoor, out-of-home, Radio, Sponsorship - event or property, Word of mouth and viral, Branded content, Events and experiential, Games and competitions, Outdoor, out-of-home, Radio, Sponsorship - event or property, Word of mouth and viral