The campaign beautifully captures the wedding emotions by placing the savvy Volkswagen Beetle as an appropriate gift for the marriage season. The thought it is working with is “Marriage does comes with its rewards” is being used in the campaign which is being advertised through print and digital medium.
Lutz Kothe, the head in marketing and public relations of the Volkswagen passenger cars, Volkswagen Sales India, says that, the Volkswagen Beetle is an impressive car which has in a righteous way captured the sentiment worldwide. Marriage is a once in a lifetime affair and to match the timeless event Volkswagen Beetle is undoubtedly the best gift.
As per the Rajeev Raja, the national creative director, DDB Mudra (the agency of Volkswagen), said that, the mini car is one of the most adorable vehicle. It feels like wrapping it beautifully and gifting it to a loved one. With this thought the marketing idea emerged from. The thought behind the ad is to, combine the timeless beauty of the car and marriage as the couples are putting its foot forward in the new era of life.
The advertisement comes with a tagline “Fittingly Expensive” gift. The Volkswagen conducted research, in which it found out that the increasing purchasing power of the young individuals spend money on purchasing expensive gifts, especially for marriages. So the company tend to target the affluent Indian buyers. Raja also added that, these days everyone tend to spend a lot of money on marriages, the gift will anyway fit the criteria. As the young Indians are brand conscious, trend setters and active social life. The wedding season in India will continue for the coming three months and the company wishes to flash the ad till January.
The Volkswagen Beetle comes with a price tag of Rs 21,34,385 (ex-showroom, New Delhi). This mini luxury on wheels rules in the domestic auto market in the premium D-segment. Volkswagen Beetle is available in only model which is powered with 2.0 litre petrol engine along with six speed automatic transmission gearbox comes in CBU (completely built unit) from its facility in Mexico.
VW other than Volkswagen Beetle it rolls out in the domestic auto market with Volkswagen Jetta, Volkswagen Polo, Volkswagen Touareg, Volkswagen Phateon, Volkswagen Vento.
Probably it looks like other auto makers will also be influenced by the idea and will sell its car in the same way in the wedding season.
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