Volkswagen India goes the branded content route with a roadtrip film called ‘Chase The Sun’

A new branded content initiative for Volkswagen Tiguan called ‘Chase The Sun’ chronicles a roadtrip to the easternmost tip of India to capture its first sunrise.

‘Chase the Sun’ marks the next leg of the ongoing ‘For The Journeys Within’ campaign for Tiguan. It was created by 22feet Tribal Worldwide in partnership with PHD India and the auto industry focused content creators PowerDrift. 

The film sees PowerDrift co-founder Rohan Abal and travel photographer Arjun Menon drive across the country to the Dong Valley in the state of Arunachal Pradesh.

The project included a crew of 40 people starting their journey in Mumbai, in the west of India. 

A release from DDB Mudra said: “With this digital-first approach to brand story-telling, the film hit a record two million views within a week of its release. 

“The VW Tiguan was searched 3X times more than its key competitors, further proving the effectiveness of the digital first approach.” 

Speaking about the campaign Volkswagen India head of marketing Bishwajeet Samal, said: “Digital is a key part of Volkswagen’s communications strategy in India. The medium allows us the freedom and opportunity to tell the story we want to and emotionalise the brand. 

“We firmly believe in the power of good content. With this film (long format content) we embark on a 10 minute, visually immersive journey of two individuals chasing the first sunrise that India sees.

“And in the process, we are bringing our product proposition alive. This film has also made Volkswagen the very first automotive brand to go to Dong Valley; that makes this journey even more special “

22feet Tribal Worldwide business head west Gaurav Magotra added: “In a day and age where short(er) videos are almost a norm, we hedged our bets on the basics, the power of storytelling. 

“Bringing alive the product proposition, This film has managed to deliver on all counts-delighting viewers and delivering on the brand agenda- reinforcing our beliefs.” 

PHD India CEO Jyoti Bansal said: “It’s great example of PHD’s challenger mindset at work of looking at media amplification from a completely different lens.”


Digital agency: 22feet Tribal Worldwide

Media agency: PHD India

Publishing partner: Powerdrift Studios


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