From anything but a Volkswagen to nothing but a Volkswagen

Mou Roy, Ankur Kapoor

Volkswagen India, the car maker, addressed the emissions scandal that had affected the brand's reputation globally with a social media campaign featuring ordinary Volkswagen owners.

Campaign details

Brand: VolkswagenBrand owner: Volkswagen GroupLead agency: DDB Mudra GroupContributing agencies: 22feet Tribal WorldwideCountry: IndiaIndustries: Automakers & marquesMedia channels: Newspapers, Online display, Online video, Print - general, unspecified, Search marketing, Social mediaBudget: 1 - 3 million

Executive summary

In the aftermath of the global diesel crisis, Volkswagen India found itself in a tight spot, where the diesel crisis in other parts of the world was negatively impacting brand image and sales in India, even without any evidence of cars in India violating Indian emission norms....

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