To increase consideration for New Polo and Vento with a never been done before In-film integration during the movies television premier.

Why was it unique? Because it was an In-Film integration done POST the production and cinema release of the movie.

And we used the blockbuster of the year - Dil Dhakdne Do, one of the biggest releases of 2015 and a perfect fit for Volkswagen audience.

“Dil Dhadakne do” was an excellent movie with an amazing star cast and was a perfect match for our Target. It had already reached out to millions of viewers in theaters and was poised to reach out to an even larger audience base on TV. Post its successful release, we decided to the bank on the existing hype and partnered with the Zee Network to create the first ever in film integration POST release of the movie.

Since this was a post-production, in film integration, we had the liberties to select scenes post the shoot and ensured that the integration was up to the mark.

The innovation was unique because we were the judge of how our brand was presented. It was not forced in any shot nor was it placed in the background, but it had a proper screen presence.