How Volkswagen got its groove on

This case study describes how Volkswagen's 'Enjoy the Engineering' campaign reversed a decline in sales in India by highlighting the features most important to customers.

How Volkswagen got its groove on

Mou Roy and Pritish Mukherjee

Campaign details

Brand Owner: Volkswagen Group Sales IndiaLead agency: DDB Mudra GroupContributing agency: Grey Digital IndiaBrand: VolkswagenCountry: IndiaIndustry: Automotive industryMedia: Internet - general; Magazines - consumer; Newspapers; Online video; Other and ambient media; Outdoor, out-of-home; Point-of-purchase, in-store; Print - general, unspecified; Television; Word of mouth, advocacyBudget: 5 - 10 million

Market background and cultural context

'Poor salesforce VW to scale down India market share target' – Times of India, June 2014.

This...

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