From anything but a Volkswagen to nothing but a Volkswagen

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Campaign details

Brand: Volkswagen IndiaBrand Owner: Volkswagen GroupLead Agency: DDB Mudra GroupContributing Agencies: 22 Feet Tribal WorldwideCountry: IndiaIndustries: Automakers & marquesMedia Channels: Newspapers, Online display, Online video, Programmatic display, Social media, Websites & micrositesBudget: 1 - 3 million

Executive summary

In the aftermath of the global diesel crisis, Volkswagen India found itself in a tight spot – the diesel crisis in other parts of the world was negatively impacting VW's brand image and sales in India, without any evidence of cars in India violating Indian...

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