Volkswagen in its latest campaign has brought Germany and India together over the sport of cricket; by bringing in German support for Team India.
Cricket is not just a sport for us Indians; it is an emotion that binds people together- it is a religion. With the world’s biggest cricketing tournament gaining pace, the cricketing fever across India is touching its peak.
World over, for Volkswagen, sport has played an integral part in their business. It not only brings in unity across people, but also displays passion, inspiration and excitement. Keeping this spirit in mind, Volkswagen India launched a special Cup Edition for its carlines – Polo, Ameo and Vento. This Cup Edition reflects the fever of cricket; adorned stylish new leatherette seat covers and chrome badge. Adding to its sportiness are the alloy wheels and body graphics.
For the launch of Volkswagen’s Cup Edition, the brand wanted to break the communication clutter generated by a multitude of brands during this mega cricketing event- expressing their passion for the Indian cricket team and love for the game in general.
While fans are always on the lookout for ways to express love for their favorite team, the happiness of recruiting more fans and support is always unparalleled. With the Cup Edition being a symbol of fandom and sportsmanship, Volkswagen, a brand that personifies German excellence launched this edition by celebrating the joy of getting support from unexpected places- in this case, football-crazy Germany. Thus was born, #GermanyCheersForIndia.
Conceptualized and executed by the DDB Mudra Group, supported by PHD India and MSL India; this one of a kind, multi-media campaign has brought Germany and India together over the sport of cricket; by bringing in German support for Team India.
Kickstarting the campaign on May 27th, Volkswagen India published a teaser film on its social pages; featuring the highlights of the Cup Edition in visuals and an enthusiastic cheer for Team India as a background score.
Following this, the brand along with the DDB Mudra Group and media agency- PHD India, involved legendary German football player- Thomas Muller. Muller tweeted a photo of himself in a blue jersey, with his wishes for the Indian cricket team with the hashtag #GermanyCheersforIndia. He tagged the Indian captain Virat Kohli who has been a long-standing supporter of Die Mannschaft, the German National Football team. In a matter of hours, the tweet went viral and supporters from both the countries joined in the conversation. And Twitter exploded.
To fuel the cheer further and to widen the fan reach, the agencies looped in Indian cricket icons Harsha Bhogle and Shikhar Dhawan, who responded to Muller’s tweet with messages of appreciation. Their acknowledgment and admiration for the support pouring in from Germany made the movement stand out in the eyes of Indian fans, who were delighted at this unexpected support.