India – Automotive brand Volkswagen in India has launched a new campaign for its newly launched sedan, ‘Virtus’, which aims to reignite the premium midsize sedan with its ‘Big by’ design, performance, safety, connectivity, convenience and comfort.
Titled ‘Hello Goosebumps’, the film, which was conceptualised by advertising agency DDB Mudra Group, highlights the thrill and joy of driving the new Volkswagen Virtus. It also captures the core DNA of the brand of build quality, safety, and fun-to-drive experience.
Meanwhile, Volkswagen’s media agency, PHD India, has further elevated the launch campaign via its 360-degree incisive approach, covering all vital media channels, and crafting an effective marketing strategy. The agency was also tasked with building enthusiasm and maximising outreach amongst its target audience to amplify the launch experience of Volkswagen Virtus.
The campaign kick-started on a high note with the ‘French Window Innovation’ in India’s top-read newspaper, The Times of India. Garnering scores of impressions across the country, this large-canvas innovation delivered high-visibility engagement that today’s audiences desire and was augmented by high-impact roadblocks on leading business and news digital publications to maximise reach and frequency.
Moreover, the campaign was further strengthened with an influencer marketing strategy featuring India’s mega influencers like Tamanaah Bhatia, Yami Gautam, and Mrunal Thakur, amongst others, perfectly encapsulating the essence of Virtus’ tagline – ‘Hello Goosebumps!’ through their own personal and professional journeys.
Abbey Thomas, head of marketing and PR at Volkswagen Passenger Cars India, shared that with the launch of the new Volkswagen Virtus, their intention was to showcase the potential of the premium midsize sedan segment.
“Our communication positioning for the Virtus ‘Hello Goosebumps’ has been rightly captured by our partner DDB Mudra Group and amplified by PHD media in reaching out to our intended consumers. The combined efforts have elevated the excitement and thrill of driving sedans paving the way for an introduction truly befitting of the Virtus,” said Thomas.
Meanwhile, Pallavi Chakravarti, DDB Mudra’s creative head for West, commented, “This sedan looks like a dream and drives like one too. ‘Hello Goosebumps’ captures the essence of the Volkswagen Virtus in a simple, visceral campaign that every passionate driver will undoubtedly relate to.”
Monaz Todywalla, CEO at PHD Media India, noted that the partnership with Volkswagen gave them the opportunity to steer another big launch campaign to its true potential while staying true to PHD’s tradition of helping its clients make significant leaps in the marketing space.
“Utilising key strategies across all touchpoints to maximise reach, an outcome like this always gives us the impetus to continue building impactful experiences for brands like Volkswagen and elevate their marketing strategies to be a cut above the rest,” said Todywalla.