Mumbai, India — Wondrlab has partnered with Audi India to launch ‘That quattro feeling,’ a new brand campaign designed to shift the conversation around Audi’s iconic quattro technology from technical specifications to the emotions drivers experience behind the wheel.
The campaign focuses on the confidence, control, and reassurance drivers feel in everyday situations, reinforcing Audi’s performance heritage through relatable storytelling.
Built around the insight that quattro is best understood through experience rather than features, the campaign invites both Audi owners and prospective customers to connect with the technology on an emotional level.
This reflects a growing marketing approach where brands translate complex technology into simple, human stories that resonate more strongly with consumers.
The integrated campaign rolls out across digital, social and outdoor channels, featuring everyday driving moments such as navigating sharp bends, driving through heavy rain and merging onto busy highways, with each execution highlighting how quattro quietly supports the driver without demanding attention.
Hemant Shringy, Chief Creative Officer at Wondrlab India, said the campaign captures a feeling shared by Audi drivers while inviting new audiences to discover what makes the brand’s driving experience distinctive.
“‘That Quattro Feeling’ campaign is a shared experience for those who know and the invitation for those who don’t,” said Shringy.
“For over 40 years, quattro has been at the heart of Audi’s performance DNA, but its true value lies in how it makes our customers feel. It is not just about grip or power distribution — it is about delivering a sense of assurance, control, and confidence in every situation,” said Gaurav Sinha, Head of Marketing and PR at Audi India.
“‘That quattro feeling’ is our way of bringing this emotion to life, celebrating the moments where technology seamlessly translates into trust. This campaign aims to do exactly that, with a simple image that captures the emotion of driving a quattro Audi model,” added Sinha.
Audi’s quattro all-wheel drive system has been part of the brand’s performance identity for more than four decades. By continuously monitoring road conditions and distributing power between the wheels in milliseconds, the technology is designed to deliver greater grip, stability, and control across different driving environments.
With ‘That quattro feeling,’ Audi India and Wondrlab are positioning quattro not simply as an engineering achievement, but as an emotional experience that defines the Audi driving journey.
