Volkswagen makes a 'Fast start' to 2013 with new campaign

German car maker Volkswagen has released a campaign themed 'Fast start', created by DDB Mudra. It features a TVC each for the Polo and Vento, among other elements.

The TVC for the Polo shows a mother picking up her son from school. As her son sits inside the car, she informs him that he will have to do his home work by himself as she will be going out with his dad. She warns him that if he doesn't do his homework, God will punish him. Responding to this, the child asks her if God would have time to notice and punish him. The response comes via the Bluetooth system in the Polo; the child's father changes his voice and tells the child "I am busy, but I am sure I can take some time to come punish you." This leaves the child surprised and the film ends with a voiceover introducing the new features of the car.

The film for the Vento features a couple. The wife seems to be unhappy about her husband not wanting to ask for help with directions to their destination, and instead trusting the GPS of the car. The man seems to have the situation under control throughout and doesn't respond until he parks the car at a scenic location. The voice over then says, "Now get lost wherever you want" and introduces the GPS feature in the Vento.

Commenting on the TVCs, Louella Rebello, executive creative director, DDB Mudra, said, "Through this campaign we wanted to launch the new features present in an already great car. We wanted to humanise the features and talk about how these features make life interesting. The situations in the commercials help create moments that are worth remembering. While the two TVCs show a few features of the car, the print ads show all the features present in these two Volkswagen cars."

DDB Mudra has also worked with the brand to launch a contest titled, 'Lucky 13', which gives consumers a chance to win a Polo or Vento in the 13th minute of an hour. The contest looks to address superstitious consumers who consider the number 13 unlucky. People can enter the competition by booking a test drive of the Vento or Polo in the 13th minute of any hour. Rebello explained that this leg of the campaign is meant to drive sales and calls.

The TVCs went on air on 30 December, while the 'Lucky 13' contest opened on 13 January.

Credits:
Client: Volkswagen
Agency: DDB Mudra
Chief Creative Officer: Sonal Dabral
Executive Creative Director: Louella Rebello
Senior Vice President: Anurag Tandon
Group Director Brand Communications: Giridhar Bhat
Creative Team: Louella Rebello, Mandar Khatkul, Ranjit Sasidharan, Archyt Gadiyar, Pashyn Sethna, Prashant Kallipurayath, Shirin Johari, Saurabh Sankpal
Account Management: Pankaj Shetye, Kunal Jhamb
Films Head : Michael Remedios