| Title | THE NEWSPAPER WITH REARVIEW |
| Brand | VOLKSWAGEN GROUP SALES INDIA |
| Product / Service | REARVIEW CAMERA |
| Category | B03. Consumer Products (incl. durable goods) |
| Entrant | DDB MUDRA GROUP Mumbai, INDIA |
| Entrant Company | DDB MUDRA GROUP Mumbai, INDIA |
| Advertising Agency | DDB MUDRA GROUP Mumbai, INDIA |
| Media Agency | MEDIACOM Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sonal Dabral | Ddb Mudra Group | Chief Creative Officer |
| Sambit Mohanty | DDB Mudra Group | Creative Head North |
| Godwin Martin | DDB Mudra Group | Creative Director |
| Sunny Johnny Kundukulam | DDB Mudra Group | Creative Director |
| Godwin Martin | DDB Mudra Group | Copywriter |
| Sunny Johnny Kundukulam | DDB Mudra Group | Art Director |
| Giridhar Bhatt | DDB Mudra Group | Associate Vice President |
| Kunal Jhamb | DDB Mudra Group | Account Executive |
The consumers understood the feature that was being communicated, in an effortless and seamless manner.
By printing the last page as an ad on the first page, we integrated the feature of the car and let the consumers experience it, rather than just read about it, on their preferred leading dailies.
The marketing objective was to popularise the rearview camera in the new Volkswagen Vento Preferred. The target audience is middle and upper middle class Indians who are increasingly looking forward to differentiations in the automobile category. The insight was that for millions of Indians, a newspaper in the morning is part of their daily ritual. And most newspapers now run into 18 - 24 pages, with the sports news confined to the last page. Since, getting to that page would take some effort for a sports crazy nation, we thought of a way to simplify that.