Volkswagen Phaeton: Welcome to the latest royal entrant

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

Campaign details

Brand owner: Volkswagen India
Agency: MediaCom India
Brand: Volkswagen Phaeton
Campaign duration:
Country: India
Media budget (USD):
Channels used: Events and experiential, Newspapers, Outdoor, out-of-home, Television, Events and experiential, Newspapers, Outdoor, out-of-home, Television

Executive summary

Volkswagen was launching its top-end luxury car, the Phaeton, and wanted to make a place for it within the most premium bracket. How could Volkswagen convince the super-rich that the Phaeton was the new by-word for luxury?