Volkswagen celebrates father-son relationship in new TVC for Ameo

Volkswagen recently announced the launch of Volkswagen Ameo, the made-in-India and made-for-India compact sedan. Kick-starting the multi-media campaign for the Ameo is a TVC that captures the essence of the carline through a storyline that taps into the relationship between a modern day father and his son.

Providing a glimpse into the dynamics of Indian families, the storyline of the TVC depicts a modern day father-son relationship in an urban household, where communication between the two is carried out with the help of the mother. This relationship evolves into fondness and respect, once the father learns of his son’s purchase of the Volkswagen Ameo, a decision that convinces him of his son's shift from adolescence to adulthood.

The Ameo is a car that symbolises the start of a new mature phase of life, calling for a new way of thinking. The campaign is targeted towards consumers in the age group of 25-32 years. Conceptualised by DDB Mudra, the Ameo TVC has been directed by Shakun Batra, who has films like ‘Kapoor & Sons’ to his credit.

Kamal Basu, Head of Marketing and PR, Volkswagen Passenger Cars, remarked, “The made-in-India and made for India Ameo is a very important product for Volkswagen, and it gives us immense pleasure to introduce this carline to consumers in India. In India, the purchase of a car is a momentous occasion for families, bringing them closer together. Through the Ameo TVC, DDB Mudra has cleverly captured this insight in a manner that is certain to strike a memorable chord with our target audience.”

Elaborating on the ad campaign, Sonal Dabral, Head, DDB Mudra, said, “For the Volkswagen Ameo, we picked up on two key insights, from urban Indian households during our research. One being the celebration associated with the purchase of a new car, and second the dynamic yet sensitive relationship shared between father and son. The Ameo, with its state of the art features, German engineering and solid build quality, is a car that symbolises the start of a new mature phase of life, calling for a new way of thinking. A car that that isn’t a boy’s decision, but that of a man. In a manner, that’s the hallmark of all Volkswagen communication, the Ameo TV campaign captures these elements using wit and creativity while strongly delivering the Ameo message to the target consumers.”

Commenting on the Ameo TVC, director Shakun Batra said, “The uniqueness of the dynamics in the relationship between father and son is something that has transcended generations and holds a certain relevance that every father and son is bound to associate with. Choosing the Volkswagen Ameo is a decision that exudes responsibility, dependability and maturity. It earns the man his first special moment of acknowledgement from his family and friends and is a decision that he can be proud of. Through the Ameo TVC, we have tried to portray this sentiment in a creative, nostalgic and humorous manner, on the back of a father-son duo.”

The Volkswagen Ameo TVC was launched on June 26, 2016.