#GolfGTIxJaspritBumrah — Volkswagen India’s Masterclass in Precision Marketing

In the world of automotive marketing, few campaigns manage to be more than just a product push. The #GolfGTIxJaspritBumrah campaign is one such example—a collaboration elevated into a statement, blending sports excellence with automotive engineering brilliance.

Launched by Volkswagen India, this campaign was meticulously designed to resonate across cinema, connected TV (CTV), out-of-home (OOH), social, and digital touchpoints, ensuring a 360° brand experience.

? The Athlete: Jasprit Bumrah as the Perfect Brand Match

In the high-performance automotive segment, brand ambassadors are more than faces—they’re symbols.

Jasprit Bumrah, India’s cricket sensation, is celebrated for precision bowling, consistent performance under pressure, and a relentless pursuit of excellence. These qualities align seamlessly with the Volkswagen Golf GTI’s brand persona—engineered for power, control, and unmatched driving dynamics.

By aligning with Bumrah, Volkswagen not only taps into cricket’s massive popularity in India but also reinforces a shared ethos of mastery and discipline.

? The Product: Golf GTI’s Global Legacy Meets Indian Aspirations

The Volkswagen Golf GTI is an icon in the performance hatchback segment. Known globally for responsive handling, turbocharged engines, and refined aesthetics, it occupies a unique niche—practical yet thrilling, elegant yet aggressive.

In India, the Golf GTI speaks to a discerning audience—drivers who value engineering integrity over flash and want a premium yet versatile driving experience.

? Campaign Objective: Beyond Awareness

From the outset, the campaign was built to go beyond mere visibility. Volkswagen India aimed to:

1. Build cultural relevance by integrating into the cricket and lifestyle conversation.

2. Strengthen premium brand perception through elite associations.

3. Drive aspiration among performance car enthusiasts in India.

4. Create multi-channel engagement that reaches urban, affluent buyers.

? The 360° Media Strategy

What sets #GolfGTIxJaspritBumrah apart is the integration of traditional and digital media in a seamless rollout:

• Cinema Advertising – Leveraging high-immersion visuals on the big screen to captivate audiences in premium multiplexes.

• Connected TV (CTV) – Tapping into OTT platforms to target tech-savvy urban households.

• Out-of-Home (OOH) – Premium hoardings, airport displays, and metro panels ensuring physical presence in high-income corridors.

• Social Media & Digital – Interactive content, behind-the-scenes collaborations, and video shorts that highlight both Bumrah’s persona and the Golf GTI’s features.

This multi-layered approach ensured that the campaign reached audiences at multiple points in their daily lives, building recall and reinforcing brand identity.

? Creative Concept: Anchored in Performance & Precision

The creative execution revolves around the shared DNA of Bumrah and the Golf GTI:

• Performance – Both excel under high stakes—whether it’s Bumrah in the final overs or the GTI on a twisty road.

• Precision – Measured control, be it a yorker or a perfect gear shift.

• Consistency – Year after year, match after match, drive after drive.

By making these traits central to the campaign narrative, Volkswagen elevates the collaboration into a coherent brand story rather than a celebrity endorsement.

? Team Effort: Global, National, and Local Synergy

The execution of #GolfGTIxJaspritBumrah was a cross-border collaboration:

• Global Teams – Ensuring brand alignment with Volkswagen’s international guidelines.

• National Marketing Team – Tailoring the message to the Indian cultural and sporting landscape.

• Local Activation Teams – Implementing region-specific media buys and placements for maximum relevance.

Such layered coordination ensures brand consistency while allowing local creative freedom.

? Impact Potential: Why This Campaign Works

From an OOH and integrated marketing perspective, MyHoardings sees this campaign as a case study in modern premium branding:

1. Authentic Brand–Celebrity Fit – Bumrah’s image enhances credibility instead of feeling forced.

2. Cross-Channel Reinforcement – Audiences encounter the brand in varied contexts, deepening recall.

3. Aspirational Yet Relatable – The GTI is positioned as premium but still within reach for a certain consumer segment.

4. Cultural Timing – Cricket as a backdrop ensures mass attention during key sporting seasons.

? MyHoardings Take: OOH as a Crucial Layer

While the campaign spans multiple platforms, OOH remains a cornerstone—especially in premium metros and high-traffic zones.

Strategically placed Volkswagen GTI visuals in:

• Business districts for corporate visibility.

• Airport lounges for aspirational travelers.

• Metro transit hubs for repetitive daily impressions.

These placements anchor the campaign in physical reality, complementing its digital and cinematic presence.

? Partner with MyHoardings for Premium Automotive Campaigns

If your brand is ready to make a statement as powerful as #GolfGTIxJaspritBumrah, MyHoardings can help you:

• ? Select premium OOH locations tailored to your target demographic.

• ? Integrate offline and online touchpoints for consistent storytelling.

• ? Maximize impact through creative media strategies.

? Call/WhatsApp: +91 995384-7639
? Email: business@myhoardings.com
? Visit: www.myhoardings.com