To amplify the launch of the new versions of the Volkswagen cars of Polo and Vento. With the World Television Premier of the Super hit Movie – Dil Dhadakne Do being around, we wanted to bank on the existing hype and create the to create the first ever in film integration post release of the movie in order to increase consideration for the product.

Volkswagen has always taken leap of faith for media innovations, but the media world is constantly changing and the truth of today is “Consumers have learnt the art of selective consumption –they simply block you out if you try to intrude” and of course the ever increasing media clutter doesn’t help.

“Dil Dhadakne do” was an excellent movie with an amazing star cast and was a perfect match for our Target. DDD 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.