Volkswagen Beetle- the perfect gift for lifetime

Volkswagen, the premium automobile company truly understands the sentiments attached with wedding season in India. The German auto manufacturer has rightly catered the marriage season in India by launching an ad campaign and woven Volkswagen Beetle beautifully in it. 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.

Published On Feb 28, 2023 18:44 IST

Published OnNov 30, 2010 16:14 IST

Last Updated OnFeb 28, 2023 18:44 IST

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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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Vidyadhar

<p>Vidyadhar takes charge of the quality and consistency of the content produced by CarDekho correspondents. With over 5 years of involvement in content & social media marketing, he believes that the www is an ever evolving phenomenon. Considering the ways the web algorithms are evolving, foreseeing the threats and opportunities and managing online business accordingly is going to play a crucial role. He comes from a highly valued content development background, where, during the first phase of his corporate career, he served Westpac, an Australian bank. Later, he came into the context of technical writing where he managed teams that dealt in producing maintenance guides meant for software applications. This part of his career bestowed upon him an outlying vision to see things from end-user perspective. He bagged a masters degree in English and is pursuing MBA in Digital Marketing at the moment. </p>Read more

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