Volkswagen India's coming of age story

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Campaign details

Brand: Volkswagen AmeoBrand owner: Volkswagen GroupLead agency: DDB Mudra GroupCountry: IndiaIndustries: Compact, small family carsMedia channels: Newspapers, Outdoor, out-of-home, Radio, TelevisionBudget: 3 - 5 million

Executive summary

The Ameo was the most unique launch for Volkswagen, especially in India, because Volkswagen was for the first time in its history developing a new car model specifically for only one geographic market.

Traditionally, this first-time-buyer segment was for the money-conscious, not the quality conscious; and hence German engineering and the build quality of Volkswagen almost had no right to...

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