Consumer involvement in a purchase decision is highest when it comes to buying a house be it in India or anywhere around the world. This is not only important from a marketing point of view but also from an economic scenario. We have a live example of how the urge for buying a house i.e. the US housing bubble created an economic crisis. Closer home, we have HDFC which has one of the highest recalls amongst home buyers and general public alike because it helped the Indian consumer buy a house during the pre-liberalization era.
After a house, the car becomes the second most important decision concerning a family. A car is as much as practical decision on price and features as it is an emotional one. Don’t we all remember our first cycle in childhood or bike in during college days. How we took care of it. Similarly there is an emotional bonding we have with our car. Not just for the husband but also for the wife and kids. The family has been used in umpteen numbers of ads on television to sell cars.
The Volkswagen Vento TVC currently running on GECs on prime time takes this emotional quotient a step further. The communication route adopted for the TVC is ‘tears of perfection’ by car engineers. It shows the various stages that the car goes through during manufacturing with so much emotional involvement that it is difficult for them to let go off the car from the plant. It indirectly also refers too its old communication of German engineering. The plant snaps show the sophisticated equipment and the fabulously clean set-up.
Volkswagen had to build an emotional connect with the Indian consumer for whom Tata, Bajaj and Maruti are natural preferences in terms of sentimental value. A wonderfully executed ad which brings out the emotions which surely will ad to the already high brand equity which Volkswagen enjoys. Not an ad which breaks the clutter but certainly will make the male of the house and young professionals take notice.