Say hello, India! The Beetle is here

VOLKSWAGEN   DDB MUDRA   AUTOMOTIVE

India - Hot on the heels of announcing its plans for the Indian market, Volkswagen has finally launched the New Beetle in India and introduced its mid-size luxury sport utility vehicle, Touareg.

Volkswagen now offers four cars in the Indian market, the other two being its family cars Passat and Jetta.

"Both cars (New Beetle and Touareg) have been adapted to Indian conditions. The brand needs to be well built up before the Polo comes in," Lutz Kothe, chief general manager, marketing and public relations, Volkswagen India told afaqs!.

Volkswagen Polo is expected to be launched in the first half of 2010. On previous occasions too, Kothe has mentioned that Volkswagen wants to make sure that there is enough brand awareness in the country, before the Polo hits the market.

The new cars were showcased at a launch event in Mumbai on Friday, December 04. The event, managed by E-18, the event management division of Network18 Media & Investments, saw performances by Shiamak Davar and Ehsaan Noorani, before the cars were displayed.

"It was a crazy experience conceptualising the show. We designed the stage and the event, keeping in mind the look and characteristics of the cars. There were arches for the Beetle and the Touareg coming down a slope," said Farhad Wadia, chief executive officer, E-18.

Both cars will be imported for sale in India. While the New Beetle will be imported from Mexico, where it is manufactured for sales worldwide; Touareg will be brought in from Germany. Deliveries for the cars in India have begun.

The New Beetle will be priced at Rs 20.45 lakh and the Touareg at Rs 51.85 lakh (ex-showroom Delhi prices).

"There have been numerous enquiries for the New Beetle. People are longing for the car and I do not think the price would be any hindrance," Kothe said.

In a press statement, Neeraj Garg, member of board and director, Volkswagen Passenger Cars says, "We are excited to bring the iconic Beetle to India, after its success across the world for decades. It is the very first Volkswagen car people remember. The launch of the Touareg is our marketing debut in the SUV segment. India has great demand for SUVs."

New Beetle TVC

A new television commercial for the New Beetle was showcased at the launch event.

"The TVC developed by DDB Mudra went on air over the weekend. The ad shows a couple driving the New Beetle. As they stop and step out of the car at a cafe, a valet is shown staring at the car. The man asks the valet the charge to park the car. The smitten valet replies that it will cost Rs 200 but in a twist to the tale, ends up paying the amount to the couple instead of taking the money from them and drives the car away.

The commercial ends with super of the New Beetle tagline - 'German engineering.

Recreating Legends' and a voiceover of the brand tagline - 'Volkswagen. Das Auto'."

"The Beetle is a legend. The idea was to express the iconic nature of the brand - a cute, lovable car that evokes desire. Once you see it, you are captivated," said Rajeev Raja, national creative director, DDB Mudra Group. Raja has been strategically involved with the launch of the New Beetle.

Adding to Raja's comments, Bobby Pawar, chief creative officer, Mudra Group says, "The Beetle is the original lovebug. The commercial is about love reborn. Love turns everything on its head; and that is why you see the valet paying up."

On the insight, Pawar said: "You have an almost visceral reaction to a car like the Beetle, a car that is part of popular culture now. We wanted to capture that feeling and keep it relevant to pop culture".

The commercial's song has been composed by Clinton. "The music is an important part of the ad. The song is about whimsical romance," Pawar said.

The promotions will be mainly led by television and supported by print, digital and outdoor campaigns. Teaser outdoor campaigns were already on before the launch, with hoardings across the suburbs that said, 'Curves are back'.

The Volkswagen brand commercial, which was launched last month, will continue to remain on-air, along with the New Beetle TVC.

afaqs!