How DDB mudra helped VW Vento to create the talking newspaper...

As readers opened the newspaper a light-sensitive chip attached to the page announced the arrival of a perfectly engineered car ' the Vento.

This is the very first time the Indian audience has witnessed such communication, taking print advertising to another level altogether.

Volkswagen recently captivated the readers of India's largest daily, The Times of India, with its cutting-edge "Roadblock' and the Volkswagen Polo "Hole-in-the-paper' campaigns. The brand campaign was kicked-off in November 2009. For the first time ever, a newspaper was blocked on a nationwide scale by a single advertiser, across 16 editions. 68.6 lakh readers* were introduced to Volkswagen. No wonder the campaign garnered outstanding results. Volkswagen was the no.1 searched term on Google India* soon after the roadblock. (*IRS 2009, R1 data).

On the other hand, to launch its premium hatchback, Polo, Volkswagen had cut-outs in the shape of the car at the top of every page of The Times of India. A distinct feature of the car was detailed on each page.

Rajiv Sabnis, President ' DDB India said, "Volkswagen India believes in bringing innovation to the masses and this belief extends beyond the products they create, into everything they do. DDB Mudra believes that creativity is the most powerful force in business that creates TalkValue, influences social communities and drives results. The Volkswagen Vento talking newspaper ad in Times of India/ Hindu, is a confluence of these beliefs. It is one of the most discussed and blogged topics and the most searched subject amongst the online community. So it wasn't just the ad that did the talking but got its readers talking about it too!"