Volkswagen: India Story
Aditya Kanthy, Priyanka Nayar and Mou Roy
Brand owner: Volkswagen Group Sales India Pvt Ltd
Agency: DDB Mudra Group
Channels used: Cinema, Email marketing, Events and experiential, Games and competitions, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - business, trade, Magazines - consumer, Mobile and apps, Newspapers, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product placement, Public relations, Radio, Sales promotion, Social media, Sponsorship - event or property, Television, Word of mouth and viral
Media budget: 10 - 20 million
"Volkswagen's Vento overtakes Honda's City in mid-size segment" (The Economic Times, May 2011)
Three years ago, this headline in India's most widely read business daily was just a pipe dream for Volkswagen, the eighteenth player in a competitive market. Volkswagen was battling the dominance of other global auto giants like Honda, Hyundai and Toyota, as well as India's homegrown favourite, Maruti Suzuki.