The Volkswagen Taigun is the newest entrant in the mid-size SUV segment that is bold, dynamic and German-engineered. Based on a locally optimized MQB A0 IN platform, the Taigun exudes vitality, stands out from the crowd, is safe and exceptionally fun with Volkswagen’s globally acclaimed TSI technology.
Hence, for the launch of this SUVW, Volkswagen India entrusted Showtime Events to conceive, conceptualize, design and execute the pre-launch and launch on-ground activations for the Taigun. For the 360-degree amplification approach, Showtime Events entrusted its partners PHD, 22Feet and VICE Media Group to move the campaign closer to customers. The idea was to create – “a high impact, engaging and stimulating actuation” that reflects the stunning new SUVW – Taigun in all its glory.
Team Showtime brought the personality of Taigun to life using state-of-the-art technology in the capital city of New Delhi. Creating an immersive experience in the four days prior to the launch, Showtime put on a visual performance at Central Park in Delhi’s iconic Connaught Place. Thrilling every viewer live or virtual, the dynamic show represented different facets, vibes and colors of Taigun, keeping the audience engaged and demanding more.
At the heart of the spectacle, which captured India’s imagination, was a robust grid consisting of 2500 LED pixel balls that were specially designed and developed in collaboration with foreign partners. This dynamic canvas took more than 144 hours to create and was precisely programmed to create millions of light and color combinations to simultaneously harmonize with the music. In addition, 70 feet high towers were also erected around the venue to support the cameras and broadcast material needed to stream the spectacle around the world.
Sharing his thoughts on the concept, Ashish Gupta, Brand Director, Volkswagen Passenger Cars India said, “
The excitement around the Volkswagen Taigun has been building for over a year, so the final countdown to its launch should be anything but ordinary. We wanted it to reflect the vibrancy, fun and dynamism of the brand while being the first of its kind in the country. Rightly so, Taigun Spotlight illuminates the heart of India with Taigun’s vibrancy, color and personality. Thrilling and engaging literally millions across the country, #HustleModeOn portrays an exciting countdown to the grand launch.”
Avik Prabhu, CEO and Managing Director, Showtime Events, shared his thoughts on the concept and implementation of the show. He said, ”
Both the Taigun and Volkswagen brands stand for a very creative, bold and vibrant expression, so as a Volkswagen Agency partner our endeavor was to live up to this and reflect it as clearly as possible at every touchpoint. The installation of the LED Pixel Ball at Connaught Place was an extension of this strategy.”
The spectacle experience featured performances by contemporary and unique artists who resonated with the product position of #HustleModeOn, namely – ‘When Chai Met Toast’, ‘Bandish Project’, Kings United and RaghavMetal.
Monaz Todiwala, CEO, PHD Media India, said of the collaboration, “
Elegant dynamism meets everyday practicality in the new Volkswagen Taigun and everything from its modern, charismatic design to spacious, adaptive interiors is worth a closer look. We are thrilled to have the opportunity to work with Volkswagen on this one-of-a-kind experiential launch that celebrates the brand’s vibrant exclusivity. In our unified goal of creating excitement, creating awareness and increasing engagement for the event for Taigun launch, PHD Media has collaborated with the iconic automobile brand – our data-centric and innovative brand for brand storytelling to deliver 360-degree Using unique innovative approach. Strategies for Success We are confident that this milestone will further strengthen the premium aspirational imagery of the Volkswagen brand in India and accelerate its position as a major player in the AO SUV segment.”
After raising the bar with a thrilling Activision spectacle, Showtime needed the former for the launch event of the Volkswagen Taigun and its introduction to the market. It did this by creating a 360-degree audio-visual experience for in-room spectators and virtual participants from around the world; With a 2500 square foot LED screen, surround sound and over 90 minutes of uninterrupted, accurately mapped content the brand is designed to showcase Volkswagen’s tireless efforts and strategy.
Although
Peace Day Resistance of the Show The unveiling sequence was where Taigun’s virtual display expanded seamlessly into the actual SUVW emerging from the screen. At least 6 of them driving in and around spectators, in an exhilarating choreography on an intricate network of roads created within the venue, enabling each guest to experience #HustleModeOn truly up close.
The Lord continued,
The much-anticipated SUVW Taigun required a dynamic and engaging performance, so a 360-degree immersive arena featuring surround content, dynamic sound, a criss-cross network of runways and a unique interplay of ten turntables ensured That Taigun got its start in a very specific way. Manner. Such an undertaking required courage and conviction from the outset, which both the Volkswagen and Showtime teams showed consistently throughout the process, from concept to reality. It was a satisfying and satisfying team effort.”
The new Volkswagen Taigun was launched for the Indian market on 23 September 2021 and has been well received by the customers in India.
Disclaimer: This article was produced by Times Internet’s Spotlight team on behalf of Showtime Group.
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