Volkswagen a company that i came to know about last year in the auto expo at Pragati Maidan, New Delhi. Well that reminds me of my college days. And on Wednesday’s early morning newspaper reminded me of those days. Entire newspaper was full with Volkswagen, “German Engineering, Made for India” their were around 13 advertisements in English daily The Times of India (TOI). These advertisements talks about Volkswagen’s history and its current car brands Jetta and Passat in India. But why the company had came up with such a huge advertising budget. The reason is simple, how many advertisements have you seen of Volkswagen in the past?
They have covered their brand very beautifully in these advertisements. The models that will be coming soon in the market like Beetle, along with the description of the manufacturing plant in Pune. They had a great advertisement running on the Television, where a small kid was planning his future cars from Volkswagen. The sales man describes the various models for various age groups and professionals.
Volkswagen had stated that the total size of the campaign was approximately Rs40 crore divided into two parts:
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Print : 8-10 crore INR.
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Outdoor and Digital: 10 crore INR.
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TV ads: 20 crore INR.
“We’ve taken 17,692 television spots across 47 channels in 16 genres. We’ve booked 144 insertions in leading dailies and 50 insertions in magazines. In the out of home medium, we’ve booked 280 sites while in digital, we’ve booked 23 websites,” said Kothe.
