Volkswagen launches Taigun for the go-getters of young India

Keeping the consumers at heart, Volkswagen India has moved from product-focused communication by launching the mid-size SUV ‘Taigun’ with the ‘Hustle Mode On’ campaign conceptualized by DDB Mudra with digital amplification by 22feet Tribal Worldwide. The film features Ali Fazal and Kriti Kharbanda celebrating the fast-paced, never-relenting consumer while showcasing the SUVW as their perfect dynamic partner. 

Turning the Hustle Mode On, the ad film encapsulates this go-getter attitude of young India, its vibrant and confident consumers who believe in moving fast, working smart and chasing their dreams. This is an SUVW that focuses on them, not itself. 

The SUV segment is highly competitive and competes for the consumer’s attention with high frequency advertising. To strengthen the Taigun’s SUV perception, the holistic campaign on the product was initiated with innovative consumer engagement activations such as Spotify playlists and quizzes on social media. The initiatives were aimed at familiarising people to the SUV portfolio of the brand Volkswagen and introduce the latest SUVW, Taigun. The Taigun Squad was another unique initiative to provide exclusive product experience to the Taigun Squad members. The members of the exclusive group were made privy to updates and activities that kept them up close and personal with the Taigun, even before its launch in India.  

Ashish Gupta, Brand Director, Volkswagen Passenger Cars India, said: “For the Volkswagen Taigun, identifying the target audience and customer positioning was one of the key requirements to build the product campaign. The Taigun customer base is someone who is passionate, ambitious, energetic, vibrant, upwardly mobile and confident. Perfectly matching our customer lifestyle is the Bold, Dynamic and German engineered Volkswagen Taigun. Through the campaign, we’ve intended to represent the lifestyle and journey of our customers, which has been narrated and captured well by our creative partners.” 

DDB Mudra Group CCO Rahul Mathew said: “If there is a word that captures the zeitgeist of the youth, it’s hustle. So, we wanted the new Taigun to stand for the perfect partner to their everyday hustle; whatever it may or wherever it may take them. And the campaign brings to life the verve, drive and vibrancy of the urban hustle. 

Agency Credits:

Creative Teams: DDB Mudra West & 22feet Tribal Worldwide Mumbai 
Director: Aakash Bhatia
Production House: Loudmouth Films