Mumbai: PHD India has launched a campaign in partnership with evo India magazine, demonstrating the sheer power of the Volkswagen Taigun and highlighting its one-year journey in a way that has never been done before.
To showcase the SUVW’s distinctive characteristics, sturdiness, and perseverance, PHD India and evo conceptualised the “Border Patrol” campaign, which shines a light on its state-of-the-art features and puts its safety and endurance to the test.
The idea behind the campaign involved taking the Taigun on a challenging and thrilling 579-km journey through the unmapped terrain of the Bharatmala Road in the Rajasthan sector, along the borders of Pakistan. From dusk to dawn, the four variants of the Taigun powered through sandy and snowy routes to reach their final destination, setting a national record in the India Book of Records for the longest drive along the Western border and establishing a high performance and safety benchmark for the segment.
Volkswagen head of marketing Abbey Thomas flagged off the epic event, and the evo India team, led by Sirish Chandran, undertook the journey while Team PHD took on the reins of the marketing strategy.
Speaking about the campaign, PHD Media CEO Monaz Todywalla said, “As challenger brands, both Volkswagen and PHD Media share a highly ambitious mindset, and redefining the status quo is in our DNA. It was an exciting opportunity for us to execute a campaign that draws inspiration from this viewpoint and helps Volkswagen create unparalleled experiences unlike any other.”
Adding to this, Omnicom Media Group chief content officer Shailja Saraswati stated, “Milestones are a terrific moment to spark joy, and as celebrations go, nothing speaks volumes like a stand-out immersive experience that draws audiences in. The Border Patrol campaign is an ode to Volkswagen’s journey in India and captures Taigun’s ‘hustle mode’ with evocative storytelling of heroic stories and pizzazz!”
Volkswagen Passenger Cars India head of marketing and PR Abbey Thomas said, “The Volkswagen Taigun is one of our most admired models by virtue of being the first SUVW made with love in India for the Indian market. Our goal is to stay true to our roots and create a slick SUV built on the core DNA of the Volkswagen brand. The hustle that could take on the most challenging terrains in India with ease while delivering the highest level of safety and comfort. To showcase its capabilities and celebrate its first anniversary, we needed to go the extra mile and do something out of the ordinary. Thanks to PHD Media and evo India, we delivered an experience that is off the beaten track and puts the spotlight on the unmatched endurance and performance of the Volkswagen Taigun.”
evo India editor Sirish Chandran said, “Our partnership with Volkswagen and PHD India enabled us to carry out a thrilling campaign that we were glad to be a part of. Having the opportunity to do something we had never done before was an exciting prospect in itself. Undertaking such a challenging but exciting journey and setting a new national record in the process was an experience unlike any other. We knew it was not going to be easy, but the Taigun’s capabilities on the road far exceeded our expectations and made it an unforgettable journey unlike any other.”
