Volkswagen appoints G2 for digital marketing

G2 is the direct and digital arm of Grey Worldwide. As per an industry source, Volkswagen plans to spend around Rs 8 crore on digital marketing.

afaqs! has learnt from reliable industry sources that the German car manufacturer, Volkswagen - whose digital account was on pitch - has decided on G2, the direct and digital arm of Grey Worldwide.

The digital account was earlier handled by Tribal DDB, the digital arm of Mudra Group. Sources further reveal that about five well-known digital agencies had pitched for the account. Of these, Volkswagen had shortlisted Tribal DDB and G2, a few months back.

As per an industry source, Volkswagen plans to spend around Rs 8 crore on digital marketing. DDB Mudra, the mainline agency of the Mudra Group, handles the creative business of Volkswagen; while traditional and digital media planning and buying is looked after by Mediacom.

The German car maker had recently announced the launch of its entry-level sedan, Vento in India, through the innovative "talking newspaper" ad in The Times of India and The Hindu. For this, a small voice-recorded device -- a light-sensitive box - was pasted on the print ad, which carried a recorded message about the new sedan. It is estimated that about Rs 5 crore was spent on that print innovation.