India – German automotive maker Volkswagen in India has released a new campaign aiming to demonstrate the safeness of their cars. But there’s a catch: the campaign doesn’t feature any cars at all.
Conceptualised by the DDB Mudra Group, the campaign leverages the brand’s affinity for simplicity and human storytelling through crisp, amusing home life metaphors for the safety features on every Volkswagen.
On a more technical level, the campaign was launched on the back of the Volkswagen Taigun model recently scoring a five-star rating in Global NCAP’s crash tests. Taigun has become one of the first car models in India to achieve five stars, for both adult and child occupants’ protection.
Speaking on the work, Rahul Mathew, chief Creative Officer, DDB Mudra Group, said, “As a brand, Volkswagen has been built around human stories. It’s in the name of the brand itself. Therefore, we thought the best way to illustrate our safety features would be through examples of how we navigate our every day.”
Meanwhile, Abbey Thomas, head of marketing and PR at Volkswagen India, commented, “Safety is at the core of Brand Volkswagen. We build our cars with lots of emotion and passion, the same goes for our communication; emotional and light hearted. Together with our creative team, we hope to deliver this very important messaging on safety in an interesting and engaging manner to our consumers.”
