Volkswagen India has been a pioneer in the automotive industry in terms of developing unique, industry-leading marketing and advertising strategies for its product portfolio.
The campaigns created a lot of buzz and raised a lot of awareness all over India, and they were well-received and rewarded. As a result, it is only fitting that a company that has designated 2021 as the year of the Volkswagen Taigun endeavor to create a massive spectacle for Indian customers.
The Volkswagen Taigun is a bold, dynamic, and German-engineered SUVW that is the newest entrant in the mid-size SUV segment.
The Taigun radiates vitality, stands out from the crowd, is secure, and is exceptionally fun-to-drive thanks to Volkswagen’s world-acclaimed TSI technology, which is based on the locally customized MQB A0 IN platform.
Showtime Events was tasked by Volkswagen India with conceiving, conceptualizing, designing, and executing the Taigun’s pre-launch and launch on-ground activation. Ph.D., 22Feet, and VICE Media Group were tasked with bringing the campaign closer to customers as part of a 360-degree amplification strategy.
“A high impact, engaging, and evocative activation” that reflects the new magnificent SUVW, the Taigun, was the brief for the activation.
Mr. Ashish Gupta, Brand Director, Volkswagen Passenger Cars India, expressed his delight at the concept, saying, “The excitement around the Volkswagen Taigun has been building for well over a year, so the final countdown to its unveiling had to be anything but ordinary.”
Performances by current and unique artists who relate with the product’s positioning of #HustleModeOn, such as ‘When Chai Met Toast,’ ‘Bandish Project,’ Kings United, and Raghav Meattle, added to the experience of this extravaganza.
Showtime needed to boost the ante for the Volkswagen Taigun launch event and market introduction after setting the bar so high with the spectacular activation show.
“The much-anticipated SUVW Taigun required a dynamic and enthralling reveal,” Mr. Prabhu continued, “so a 360-degree immersive arena containing a unique interplay of surround content, dynamic sound, a crisscrossed network of runways, and 10 turntables ensured the Taigun made its debut in a very distinctive manner.”
“When Volkswagen contacted out to us, we were shocked to learn the enormity of what they were doing with the light and sound display in Connaught Place,” Rohit Tugnait, Commercial Director, Vice Media Group, remarked of his experience working on this campaign.
The objective was to bring this show to a wider audience across India’s geography.
As a result, ‘Taigun Spotlight’ was born. We invited trailblazing musicians and dancers from India’s music and dance industries, all of whom have personal journeys that exemplify the hustling that Taigun promotes. At Vice, creating material of this sort is not just in our DNA, but also something we like doing. Working with the team at Volkswagen India and their partner agencies only enhanced the experience of developing Taigun Spotlight.”
The new Volkswagen Taigun was introduced to the Indian market on September 23, 2021, and has received a warm welcome from buyers.