Volkswagen India, as a brand, has been a pioneer in the automotive industry that has created innovative, class-leading marketing & advertising campaigns for their product portfolio. The campaigns have generated massive buzz and awareness all across India and have been widely recognised & rewarded. Hence, it is only fitting for a brand that dedicated 2021 as the year of the Volkswagen Taigun to work towards creating a huge spectacle for Indian customers.
The Volkswagen Taigun is the newest entrant in the mid-size SUV segment that is Bold, Dynamic and German-engineered SUVW. Based on the locally adapted MQB A0 IN platform by Volkswagen Group, the Taigun reflects vibrancy, stands out from the crowd, safe and is extremely fun-to-drive with the globally acclaimed TSI technology of Volkswagen.
Volkswagen India entrusted Showtime Events with the responsibility to conceive, conceptualise, design and execute the pre-launch and launch on-ground activation for the Taigun. For a 360-degree amplification approach, it assigned its partners PHD, 22Feet and VICE Media Group to take the campaign closer to customers.
The brief for the activation was to create, “A high impact, engaging and evocative activation” that represents the new stunning SUVW, the Taigun.
Team Showtime vividly brought to life the personality of the Taigun by using cutting-edge technology in the heart of the nation, the capital city of New Delhi. Creating an incandescent experience over four days leading into the launch, Showtime orchestrated a visual spectacle at Central Park in Delhi’s iconic Connaught Place. Enthralling every viewer, live or virtual, the dynamic show represented the different facets, vibe and colours of the Taigun, keeping viewers engaged and asking for more.
At the heart of this spectacle, that captured the imagination of India, was a robust grid that housed 2500 LED pixel balls specifically designed and developed in collaboration with overseas partners. This dynamic canvas took over 144 hours to construct on the rain-swept, open-air surface of Central Park, and was then programmed to precision to produce millions of light and colour combinations in sync with the accompanying music. In addition, towers as high as 70 feet were also installed around the venue to support cameras and broadcast paraphernalia required to stream the spectacle worldwide.
Delightedly sharing his views on the concept, Mr. Ashish Gupta, Brand Director, Volkswagen Passenger Cars India said, “The excitement around the Volkswagen Taigun has been building for well over a year, so the final countdown to its launch had to be anything but ordinary. We wanted it to reflect the vibrancy, fun and dynamism of the brand while also being a first-of-its-kind in the country. Rightfully so, the Taigun Spotlight lit up the heart of India with the vibe, colors and personality of the Taigun. Enthralling and engaging millions across the country virtually, depicting the #HustleModeOn in a thrilling countdown to the great launch.”
Avik Prabhu, CEO & Managing Director, Showtime Events, shared his thoughts on conceptualizing and executing this spectacle, “The Taigun & the Volkswagen brand both stand for a very creative, bold & vibrant expression so our endeavour as Volkswagen agency partner was to stay true to this and reflect it as clearly as possible at every touch point. The LED pixel balls installation in Connaught Place was an extension of this strategy.”
Adding to the experience of this spectacle were performances by contemporary & unique artists that resonate with the product’s positioning of #HustleModeOn, namely – ‘When Chai Met Toast’, ‘Bandish Project’, Kings United and Raghav Meattle.
Monaz Todywalla, Chief Executive Officer at PHD Media India, said of the collaboration, “Elegant dynamism meets everyday practicality in the new Volkswagen Taigun and everything from its modern, charismatic design to spacious, adaptive interiors deserve a closer look. We are thrilled to have the opportunity to work with Volkswagen on this one-of-its-kind experiential launch that celebrates the vibrant uniqueness of the brand. In our unified goal to create excitement for the Taigun launch, build awareness, and drive engagement for the event, PHD Media has collaborated with the iconic automobile brand—harnessing our data-centric and uniquely innovative approach to brand storytelling to deliver a 360-degree strategy built for success. We are confident that this milestone will further bolster the premium aspirational imagery of the Volkswagen brand in India and accelerate its positioning as a key player in the AO SUV segment.”
Having set the bar high with the thrilling activation spectacle, Showtime needed to up the ante for the launch event and market introduction of the Volkswagen Taigun.
It did so by creating an immersive 360-degree audio visual experience for the audience in the room, and virtual participants the world over; with 2500 sq. feet of LED screens, surround sound, and over 90 minutes of seamless, precisely mapped content designed to showcase the relentless efforts and strategy of brand Volkswagen.
However, the piece de resistance of the show was the unveiling sequence where the virtual showcase of the Taigun seamlessly extended into the real SUVWs emerging from the screen; with as many as 6 of them driving amidst and around the audience in an exhilarating choreography on an intricate network of roads created within the venue; enabling each guest to experience #HustleModeOn truly up close.
Mr. Prabhu added, “The much-awaited SUVW Taigun needed a dynamic and enthralling reveal so a 360-degree immersive arena which housed a unique interplay of surround content, dynamic sound, a criss-crossed network of runways and 10 turntables ensured the Taigun made its debut in a very distinctive manner. This kind of an undertaking required courage and conviction from the very outset which both the team at Volkswagen & Showtime showed consistently throughout the process from conceptualisation to actualisation. It was a satisfying & fulfilling team effort.”
Sharing his experience while working on this campaign, Rohit Tugnait, Commercial Director, Vice Media Group said, “When Volkswagen reached out to us, we were amazed to learn the magnitude of what they were creating with the light and sound display in Connaught Place. The challenge thrown was to make this spectacle reach a larger audience across the geography of India. That is how ‘Taigun Spotlight’ came to life. We brought in path-breaking artists from India’s music and dance industry with personal journeys embodying the hustle that Taigun champions. Integrating their performances with the light and sound spectacular gave us high octane videos that heralded the launch of the Taigun and were loved across all social media platforms alike. Creating content of this nature is not only part of our DNA at Vice, but also something we truly enjoy. The experience of creating Taigun Spotlight was only elevated working with the team at Volkswagen India and their partner agencies.”
The new Volkswagen Taigun was launched on 23 rd September 2021 for the Indian market and has been overwhelmingly received amongst customers in India. The Taigun Spotlight documentary can be viewed at New Volkswagen Taigun | Hustle Behind the Launch | After Movie