Volkswagen - Fox : Inside-Out Campaign

This is so cool Brazilian ad campaign for the Volkswagen Fox, a city car produced by VW Brazil which is sold in South America and parts of Europe shows the Fox being turned inside out. This is something we would do to your shirt that was turned inside out during a wash. Somehow taking that concept and making car do the same. 

The latest campaign for the Volkswagen Fox has taken car marketing where no other company has gone before. They’ve turned their latest Volkswagen car campaign inside out—literally.  It's an interesting way of conveying the new interior details of VW's Fox model, not usually a focus for a car ad, while alluding to the bigger-than-you-think reactions that they hope consumers will have when they take a peek inside.  Not only can we see the shape and curves of the vehicle’s exterior, but also we able to see the entire interior.  The ad’s tagline, “An all-new interior. The Fox,” says it all which adds meaning for this campaign.  An automobile's interior is just as important as its exterior when the time comes to close the sale. Somehow this campaign is much better than watching BMW go against Audi in those advertisements that try one-upping the other or watch Nissan try start one against Porsche. Masterful advertising instantly grabs the attention of consumers that will have a huge impact on the Affect and Cognition of consumers. 

Fiama Di Wills : Go-To-Market Strategy

Cigarette maker ITC Ltd, which made a big-splash entry in 2007 into the highly competitive market for consumer products such as soaps and shampoos, plans to expand its range of personal care brands as it strives for a bigger market share. ITC’s current personal-care portfolio includes soaps, shampoos and fragrances. These products are marketed under the Fiama Di Wills, Superia and Vivel brands. ITC has made sizeable investments in launching personal care products, spending heavily on advertising and promotions and distribution. ITC Personal Care is aggressively selling its premium personal care range Fiama Di Wills and Essenza Di Wills at ITC's retail model Wills Lifestyle stores. Go-to-market strategy seems to be the new mantra for the FMCG major ITC. In Marketing Management, the term Go-To-Market strategy refers to the channels a company will use to connect with its customers/business and the organizational processes it develops to guide customer interactions from initial contact through fulfillment.A firm's Go-To-Market strategy is the mechanism by which they propose to deliver their unique value proposition to their target market. That value proposition is based on the choices the business has made to focus on and invest in markets and solutions that they believe will respond positively to the increased attention. To drive volumes in the competitive markets, ITC are expanding their retail models.

The main reason for consumers to buy Fiama Di Wills was the credibility of ITC and their experience in diverse FMCG categories, as they believe in high quality products after extensive market and product research. The second reason a variety of products for different needs in different packaging and attractive color and packaging shapes. Packaging also plays a key role in the marketing of Fiama Di Wills which adds a lot to attract the eyes of consumers. The bottles are transparent, which make consumers look through the color of shampoo etc. The looks will definitely attract many of users. The third reason to experience of product is the shampoo is really smooth and jelly effect is something more impressive. Fiama has high imagery that is Fiama Di Wills itself gives an international feel and gives high value in an affordable price which is priced at Rs. 99 for the big bottle. 

ITC carried its branding activity with élan, using one of the leading stars in Indian cinema, Deepika Padukone, what mattered most was the way product was positioned in a market where hair care products were divided between cosmetic and natural. Fiama Di Wills positioned itself as being the perfect blend of Nature and Science.

Fiama Di Wills ‘Shine in Style’ Hannah Montana pack has a 360 degree promotional strategy. The pack was launched with much fanfare at a media event at Asia's largest fashion extravaganza, the Wills Lifestyle India Fashion Week. With purchase of each pack, Hannah Montana fans will receive a special access pass that gives them an opportunity to enter a whole new world of Hannah branded goodies like DVD players, guitars, wallpapers, games and bags. The strategy also includes a few lucky winners getting an opportunity to be a star on TV with the Popstar Challenge.

Brand New - India Series 2

From a very long time back in the memory lane itself India is well known for its beautiful landscape, spices, diversified culture and for knowledge potential. Now Indian government has decided to make use of our country’s legacy and beauty to revamp the brand name India. The impulse created by the “Atithi Devo Bhav”ad (Treat Guest as a God) has created immense effect and that too with the Morning Raga background which comes from Indians heart is really amazing.

The ad has been successful in creating India as a dream destination for foreigners. In another words Indians destination branding attempt has been a grand success. The advertisement aims at building emotional link with consumers. This add clearly includes and touch a nostalgic aspects well and it creates an intention in mind of every viewers to come and experience India. The ad takes the viewers for a small tour through the famous destination of India.

Hope you all aware of the upcoming trends of “Experiential Learning” which means travelling not just for fun but time are spent to understand and learn about the vacation destination through local hands on experience.  The rapid increase in foreign revenue clearly indicates the ad campaign had been successful and it has made foreigners to choose India as their dream destination.

Volkswagen - Vento Ad

Hope you must all have seen the new VW Vento’s advertisement, which was released recently. This advertisement has touched the minds of Indian customers very well. The advertisement clearly depicts that for the engineers in VW plant Vento is not just a machine or a car, for them each and every Vento is just like their own new born babies. In each and every stage of development of the Vento they have taken so much of pain and engineers are so much attached that they find it very difficult to leave the car to the customer.

The employees of Volkswagen right from engine section to body shop to TCF to testing cries when Vento leaves them. In fact, one employee runs behind the Vento which was driven out and shouts “Please Take Care”. The Vento advertisement ends with “Crafted with so much passion. It’s hard to let it go”.

This advertisement gives a feeling for its viewers that they can rely on VW’s engineers. This advertisement has been successful in creating a positive emotion in the mind of customers, arising an interest and joy for the product. Without doubt one can say that Das Auto has been successful in reducing perceived risk felt by customers about Vento.