After the talking newspaper, Think Blue innovation for Volkswagen

The campaign will run across print, television, outdoor and digital mediums to connect with the Volkswagen target audience, and to emphasize that environmental protection is priority for Volkswagen. The print innovation was executed in The Times Of India and The Hindu and had all the headlines throughout the newspaper in the colour blue with a four-page ad of Volkswagen Passat's launch and introduction of the BlueMotion technology.

The innovation's timing seemingly appropriate made its way into the houses and news-stands across the country right after the Indian team's win over Pakistan is the semi-final match of the Cricket World Cup 2011. Bobby Pawar, Chief Creative Officer, Mudra Group, told Adgully,"The timing of the innovation was pre-planned and Indian winning the match just added to the value of the message. Volkswagen wanted to launch Passat and their technology that allows better efficiency and at same time is eco-friendly. So we saw Cricket World Cup as a great media opportunity."

"Volkswagen has been a great client to work with. It is a great brand, the brand is strong and very brave too. The latest campaign is a multimedia communication and is out in various forms of media," he added.

Lutz Kothe, Head of Marketing and PR Volkswagen Group Sales Pvt. Ltd. explained, "Think small democratized mobility across the world; Think Blue. is set to achieve sustainable mobility. It is a firm feature of the Volkswagen Brand's ecologically sustainable activities and sets the direction for a more efficient driving future."

Ashwini Kamat, General Manager (Mumbai), MediaCom, said, "The campaign was planned to be released on the 31st. It was not linked to the cricket match, though two sets of creatives were kept ready depending on which way the match went. And it feels good to have released the Think Blue campaign when the entire country is really thinking Blue

The Think Blue initial campaign will be followed by a 360 degree sustained campaign over the coming few months. BlueMotion Technologies is aimed at innovations for improved fuel-efficiency and reduced emissions. Moreover, the new Passat comes with features such as Auto Start-Stop System that switches off the engine when the car is stalled in traffic and starts automatically on pressing the accelerator, Brake Energy Recuperation that recharges the battery every time the car brakes; and a TDI engine that ensures fuel economy. | By Prabha Hegde [prabha(at)adgully.com]