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...