Volkswagen India, in collaboration with DDB Mudra West & 22feet Tribal Worldwide Mumbai, has launched the mid-size SUV ‘Taigun’ with the ‘Hustle Mode On’ campaign.
The film, starring Ali Fazal and Kriti Kharbanda, celebrates the fast-paced, never-relenting consumer while showcasing the SUVW as their perfect dynamic partner.
Featuring wild camera angles, nifty editing, and first-person shots that put the customer directly into the action, Volkswagen’s newest campaign is all about the hustle. The 90-second spot tells the story of a young creative trying to sell his screenplay and get his movie made.
He drives all over town, from the coffee shop to the production company, to the club where the A-lister hangs out. It’s a non-stop hustle in his new Taigun.
“For the Volkswagen Taigun, identifying the target audience and customer positioning was one of the key requirements to build the product campaign. The Taigun customer base is someone, who is passionate, ambitious, energetic, vibrant, upwardly mobile and confident,” said Ashish Gupta, Brand Director, Volkswagen Passenger Cars India.
“Perfectly matching our customer lifestyle is the Bold, Dynamic and German engineered Volkswagen Taigun. Through the campaign, we’ve intended to represent the lifestyle and journey of our customers, which has been narrated and captured well by our creative partners.”
“If there is a word that captures the zeitgeist of the youth, it’s hustle. So, we wanted the new Taigun to stand for the perfect partner to their everyday hustle; whatever it maybe or wherever it may take them. And the campaign brings to life the verve, drive and vibrancy of the urban hustle,” said Rahul Mathew, CCO, DDB Mudra Group.
Creative Teams: DDB Mudra West & 22feet Tribal Worldwide Mumbai
Director: Aakash Bhatia
Production House: Loudmouth Films