Volkswagen India launches the Taigun in a spectacular light and sound show
The Volkswagen Taigun is the newest entrant in the mid-size SUV segment that is bold, dynamic and a German-engineered SUVW. Based on the locally adapted MQB A0 IN platform by Volkswagen Group, the Taigun reflects vibrancy, stands out from the crowd, safe and is extremely fun-to-drive with the globally acclaimed TSI technology of Volkswagen.
Volkswagen India, as a brand, has been a pioneer in the automotive industry that has created innovative, class-leading marketing & advertising campaigns for their product portfolio. The campaigns have generated massive buzz and awareness all across India and have been widely recognised & rewarded.
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Each of their new launches has generated massive buzz and awareness across India, and has earned appreciation for their out-of-the-box concepts. Yet again, in true style and splendour, Volkswagen India decided to launch Taigun by creating a huge spectacle for Indian customers.
Never-before-seen experience
There were efforts towards creating an incandescent experience over four days leading to the launch, a visual spectacle at Central Park in Delhi’s iconic Connaught Place. The dynamic show enthralled every viewer (live and virtual) and represented the different facets, vibe and colours of the Taigun, keeping viewers engaged and asking for more.
At the heart of this spectacle was a robust grid that housed 2500 LED pixel balls specifically designed and developed in collaboration with overseas partners. This dynamic canvas took over 144 hours to construct on the rain-swept, open-air surface of Central Park, and was then programmed to precision to produce millions of light and colour combinations in sync with the accompanying music.
“When we started thinking of doing a mega event for the launch of the much-anticipated Taigun, one thing which was very clear to all of us was to make sure it happens only in Delhi. Delhi is the heart of India; this is where hustle is not only a word but a way of life, “ shared Ashish Gupta, Brand Director, Volkswagen Passenger Cars India.
In addition, towers as high as 70 feet were also installed around the venue to support cameras and broadcast paraphernalia required to stream the spectacle worldwide.
“The excitement around the Volkswagen Taigun has been building for well over a year, so the final countdown to its launch had to be anything but ordinary. We wanted it to reflect the vibrancy, fun, and dynamism of the brand while also being a first-of-its-kind in the country. Rightfully so, the Taigun Spotlight lit up the heart of India with the vibe, colours, and personality of the Taigun. Enthralling and engaging millions across the country virtually, depicting the #HustleModeOn in a thrilling countdown to the great launch," added Gupta.
A treat for all senses…..
Adding to the experience of this spectacle were performances by contemporary & unique artists that resonate with the product’s positioning of #HustleModeOn, namely - When Chai Met Toast, Bandish Project, Kings United and Raghav Meattle.
And there was more to enthrall the audience - an immersive 360-degree audiovisual experience for those who were present, and virtual participants the world over. This larger-than-life concept had 2500 sq feet of LED screens, surround sound, and over 90 minutes of seamless, precisely mapped content designed to showcase the relentless efforts and strategy of the brand, Volkswagen.
But the showstopper was truly the unveiling sequence, where the virtual showcase of the Taigun seamlessly extended into the real SUVWs emerging from the screen; with as many as six of them driving amidst and around the audience in an exhilarating choreography on an intricate network of roads created within the venue.
The new Volkswagen Taigun was launched on 23rd September 2021 for the Indian market and has been overwhelmingly received amongst customers in India.
