DDB Mudra West India campaign for the New VW Jetta is a tale of a chameleon’s obsession

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Jetta_Chameleon_1.jpgJetta_Chameleon.jpgDDB Mudra West India has rolled out a new integrated campaign for the New Volkswagen Jetta. The objective of the campaign is to improve awareness and consideration for the New Jetta by heightening the desirability for the car & making it aspirational in nature. The media rollout is headed by a clutter-breaking 45-second TV commercial, along with print innovations in leading Indian dailies. This is supplemented by OOH, digital & other interactive initiatives.

 

The sharply executed TVC is a tale of obsession. The key protagonist; in this case the chameleon develops an obsession for the new Jetta upon spotting it drive by. The narrative portrays how the chameleon changes his colours to match the contours of the car; much to the amazement of his peers.

Rahul Mathew, Creative Head, DDB Mudra West said, “In Volkswagen commercials we always try to capture simple emotions that our cars evoke. And then tell it a charming and refreshing manner. For the new Jetta the emotion was a no-brainier – desire. And then used a chameleon to bring out the different shades of this desire, quite literally.”

 

Kamal Basu, Head – Marketing & PR, Volkswagen Passenger Cars said, “Volkswagen advertising has a unique tone and the brand always tries to set new benchmarks with its campaigns. We wanted to do something unique for the New Jetta, and the DDB Mudra team has worked on the brief very well. We believe that the final outcome has been fantastic and the team is excited with how the new Jetta campaign has shaped up, and with the overwhelmingly positive response that we have got for the new campaign.”

 

Agency Credits

Agency: DDB Mudra West

Chief Creative Officer: Sonal Dabral

National Head Planning: Aditya Kanthy

President, DDB Mudra West: Rajiv Sabnis

Creative: Rahul Mathew, Ferzad Variyava, Karunasagar Sridharan, Preeti Verma, Sagar Moriye, Manuja Patil

Account Management Team: Anurag Tandon, Giridhar Bhat, Shivavrata Sarkar, Hemant Joshi

Strategic Planning Team: Mou Roy, Deboleena Chatterjee

Films Team: Vishal Sane, Vishal Agarwala

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