Volkswagen Polo: Youth marketing

Ashwini Kamat, Deepa Jatkar, Zarius Captain, Aatika Ansari, Rohan Jadhav, Ankita Derasaria,Pooja Patil, Nova Das, Pradeepan Pacha, Alex Anthony, Girish Vyas, Padmaraj Krisnkutty and Sridhar Surve

Campaign details

Brand owner: Volkswagen India
Agency: MediaCom India
Brand: Volkswagen Polo
Country: India
Channels used: Branded content, Events and experiential, Games and competitions, Outdoor, out-of-home, Radio, Sponsorship - event or property, Word of mouth and viral, Branded content, Events and experiential, Games and competitions, Outdoor, out-of-home, Radio, Sponsorship - event or property, Word of mouth and viral

Executive summary

Volkswagen, a relatively unknown brand in India with awareness of 22%, was launching its flagship Polo brand in the highly competitive hatchback segment, with an ambitious sales target of 14,000+ units and the aim of 40% awareness. The challenge was to make Polo stand out from all of the competitive clutter and become India's most talked-about car.