Volkswagen recently launched the Jetta series of luxury sedans in India. The car seems good. The ad, however, is a different story. Let me explain.

If you live in Europe, your idea of a luxury car would be a Bentley Continental or a Rolls Royce Silver Spur. These are the rides of millionaires, who are driven around by chauffeurs in the luxury cars. Now Volkwagen wants to position the Jetta by means of this ad as a luxury car. A car whose rear doors will be opened by people, expecting you to get out of it. "Prestige Standard" in Volkswagen's own terms. So this ad works good... in Europe.

In India, its a different story. The context of the ad is totally lost here. The slogan seems incomprehensible, as "Prestige Standard" is a very vague choice of words. Volkswagen may be trying to cut corners by using its German ad in India, with the (digital) addition of a "MH" series number plate.

Compare this with the other car ads (Chevrolet optra/spark, hyundai santro/i10, maruti alto/wagonR/Estilo) that are on air currently. All these ads convey their message clearly to the intended audience. The Jetta ad, however, is confused. And it passes on its confusion to the viewer.

Maybe Volkswagen needs to get a Jetta ad made in India for India. After all, if the lower priced Jetta sets the prestige standard, how will VW market the much higher priced Passat?

Final Ad rating: ** (out of 5)

What are your thoughts on the Jetta ad? Do leave a comment here.

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