Watch the date 29th of August very closely: Volkswagen's Lutz Kothe

The all-new Jetta will be available to customers in the diesel variant in both automatic and manual transmissions starting at Rs. 14.12 lakhs, ex showroom New Delhi. It will be available in four variants 'Trendline, Comfortline and Highline manual and DSG gearbox.

Speaking during the presentation of the all-new Jetta, Neeraj Garg, Member of Board and Director, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt. Ltd. says, "The Jetta has been a worldwide bestseller for Volkswagen, and with the sixth generation we are confident to continue this success story in an important market like India."

He further adds, "With the introduction of the all-new Jetta our entire carline from the Polo to the Passat now offers the latest and the best to our customers, reiterating our commitment here in India. And the good news is that this new carline will be available for customers at an even better price than the outgoing Jetta."

Lutz Kothe, Head of Marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt. Ltd., tells Adgully that the new launch will be promoted across a 360 degree communication approach starting 29th of August 2011.

"First of all we start with an innovation about which I cannot talk right now. But there will certainly be something innovative in the market and it will create the necessary clutter-breaking impact. We will have the traditional approach of print and TV advertisements supported by OOH, social media and internet," he adds

The new launch's communication reads ' "The all new Jetta. You will do anything to drive it.' So going by the line Kothe says that the brand will run an extended media activation based on the "you will do anything to drive it' theme and which will be further strengthened by social media.

The international brand is also looking at dealership expansion across smaller cities and towns in India. So we ask Kothe, how is the brand looking at promoting the launch to these markets?

He says, "The beauty of communication is that with so many channels in hand we can reach about every region across a country. Also rural market picks up very quickly."

So as a name which is known for its innovative ads, we ask him when can the innovation be expected to create a rage across the country again?

Kothe says with a smile, "Watch the date -29th of August very closely."

The unveiling also saw the first look of the all new TVC for Jetta's launch. The TVC has been created by DDB Mudra and has been ably aligned by the brand message- the dynamism of the brand and the sheer beauty with which the products are crafted.

The TVC tracks a life of a kid born with a pair of wings and how he grows upto be considered as special. But when as a grown up man he sees the new Jetta he sacrifices the wings that make him special so that he can drive the vehicle. Thus reinforcing the communication line- "The all new Jetta. You will do anything to drive it.'

Talking about the commercial, Bobby Pawar, CCO, Mudra Group, tells Adgully, "The basic essence of the communication has been to capture the dynamism that the brand Volkswagen stands for and the irresistable urge to drive the new Jetta. Through the commercial we are trying to showcase how the boy gives up on his wings, the very thing that makes him special, to drive the new Jetta." | By Prabha Hegde [prabha(at)adgully.com]