Having stepped in Monte Carlo, the going after bananas Herbie has at last found another space for its stretch of fantasy. The love bug Herbie is set for a fly over the sky in banner spread across the Mumbai sky. Volkswagen is aggressive, after taking over Porsche that a battalion of luxury cars adorn its platform and in particular the newly launched Beetle is to have the honour of propaganda.
The car will be displayed in the spread of 10000 sq ft banner to be flew over the Mumbai skies on the eve of Christmas. According to unofficial sources, Deccan Charters will take care of the task and VW did not disclose the sensation. Launched in India for Rs20 lakhs, the car is expected to generate a clean chat for itself forming individual product segmentation, said its director for India.
Quite differing from the conventional mode of marketing, VW has taken the road not taken to brand build through this car. The car was parked through the news ad campaigns in all pages of a leading newspaper, creating a roadblock in marketing spaces. The norms for such aerial ads mandates consents from the Director of Civil Aviation, from the local authorities and involves financial commitments of Rs1.5-2 lakh/hour. This is in addition to the banner cost of Rs6-10 lakh specially imported from Australia and made for this purpose to counter the wind.
The concept behind such ads is to create a sensation at the expense of equal amount for as many billboards in the city roads, said the manager Deccan Charter. In the lines of hot balloons and occasional aircrafts, this ad will be the first of its kind in India. But some ad agencies claim that similar ads were in the “air” during 80’s by a departmental store Akbarallys.
According to CMD of Madison World, such ad campaigns are for iconic brands of the global market and is a new concept for India. Some corporate companies have the edge with this banner to make use for more cities or for more brands. This sort of ad is ideal for FMCG, films and telecom companies and Beetle has initiated the doldrums.