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