Volkswagen India has launched a campaign to celebrate Children’s Day, focusing on the joy and curiosity that sparks a lifelong passion for cars. The campaign consists of two ad films that tap into nostalgia and highlight the moments in childhood that make people fall in love with driving. The films aim to capture the pure joy and freedom associated with driving, and how it is shaped from a young age.
The first film features a young boy searching for answers about what drives people’s passion for driving. As he wanders through the Volkswagen office, employees are reminded of their own childhood experiences with toy cars, doodles, and imaginary races. The film encourages viewers to reflect on their own early memories of cars and how they sparked a lifelong interest in driving.
The second film takes a similar approach, asking audiences to relive their earliest memories of cars and the excitement they felt. It showcases how childhood fantasies and imagination eventually become real-life driving experiences. The film’s message is that a love for driving is not something that can be bought, but rather it is lived and experienced from a young age.
According to Bishwajeet Samal, Head of Marketing and PR at Volkswagen India, the campaign celebrates the emotion of loving to drive, which starts early in life through curiosity, imagination, and aspiration. The campaign aims to evoke feelings of joy and freedom associated with driving, and how it drives the company’s passion every day.
While the campaign is warm and well-intentioned, it may not offer a fresh visual or narrative twist. However, it effectively taps into nostalgia and highlights the importance of childhood experiences in shaping a lifelong passion for cars. Overall, the campaign is a heartwarming tribute to the joy of driving and the role it plays in people’s lives. By celebrating the emotional connection people have with cars, Volkswagen India aims to create a lasting impression on its audience.