Volkswagen
2023–2025 \ Creative Direction \ Campaign
Client : Volkswagen India
Role : Creative Director, Art Director, Design Lead
Agency : 22 Feet, Omnicom
Volkswagen sells German engineering in a market that shops on mileage. Two years of work spent on the same problem: how do you make people want the car before they price it. Six campaigns, a launch that sold out, and a visual system that holds whether it's a hot hatch on a proving ground or a sedan in a limbo set.
The Challenge
The GTI has devotees worldwide but India buys on features and mileage. The task: convert genuine fandom into real bookings, without diluting what makes it special.
You know it’s coming.
The lines it sports.
The oomph it packs.
The feels it brings.
The badge it rocks.
The legend that precedes it.
But if you need the specs,
you need another car.
Jasprit Bumrah x GTI
A collaboration extending the GTI ethos into culture
Why Jasprit Bumrah?
Precision + Performance
GTI is engineered for control;
Bumrah delivers speed with pinpoint accuracy.
Understated Icons
Both are quietly legendary, respected, not loud.
Built Different
Unique action meets
unique engineering. both are finely tuned machines.
Legacy + Global Appeal
GTI is a global performance icon;
Bumrah is a world-class pacer redefining the game.
Audience Sync
Both resonate with young, aspirational, performance-driven Indians.
The Campaign, End to End
We didn't explain the car. We gatekept it.
The GTI is not a car you buy,
It's a badge you have to earn,
01
Teased the Icon
A teaser that questioned your fandom instead of inviting you in.
02
Filtered the crowd
A gated quiz only true enthusiasts got past.
03
Earned the respect
Natrax, India's fastest proving ground, became GTI territory.
04
Owned the culture
Bumrah, and a film you could feel in 4DX.
Teased the Icon
A teaser that questioned your fandom instead of inviting you in. No reveal, no specs. a dare.
Filtered the crowd
Are You GTI Enough. Five questions, a reserve list, then payment. Friction, by design
no price-shoppers made it through.
54%
of those booked (245)
0.9%
CONVERSION RATE
100%
SOLD OUT
From 24K+ visits
to 245 bookings
36%
took the quiz
(9K)
26%
pre-booked after the quiz(2381)
19%
proceed to pay (450)
Earned the respect
Natrax, India’s fastest proving ground became GTI ‘s territory to skip explanations
and simply prove its performance might
