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AUDI INDIA
e-tron in india
Art Direction | Digital Launch Campaign

background

Audi’s philosophy is Living Progress and we are focused on defining the future of mobility. For the Indian market, our big move was to launch theAudi e-tron and the Audi e-tron Sportback, which wouldusher in the era of electric for Audi with products thatdo not compromise on performance, luxury or comfort.

It was a huge announcement.
However, due to the pandemic, we had to make it onlinebecause people were still restricted to their homes.

IDEA

We launched the era of electric for Audi in Indiawith the Audi e-tron and Audi e-tron Sportback models. For this, we used our massive following on social media by releasinga full-fledged campaign with
the pre-launch, launch, and post-launch phases on all our social media channels, focusing on our key message ‘Future is an attitude’.

In addition, we looped Key Opinion Leaders, globally referred to as Storytellers, such as Virat Kohli, Kiara Advani, Karan Johar; amongst many more to talk about the new era of mobility that’s responsibly progressive from their social media handles.

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the launch

 

> AGES PAST, AGES HENCE

We added the Audi spirit to the trend 'How it started/How it's going'.
Ages Past, Ages Hence juxtaposes the humble beginnings of electricity with the form it has taken now through the fully-electric Audi e-tron.
Today, Audi is defining the future of mobility with electricity.

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the KEY OPINION LEADERS

We looped in Key Opinion Leaders, globally referred to as Storytellers, such as Virat Kohli, Kiara Advani, Karan Johar; amongst many more to talk about the new era of mobility that's responsibly progressive from their social media handles.

Virat Kohli established his transition to electric.
Karan Johar analysed the duality of style and sustainability.
Kiara Advani championed its performance above all else.

> SOCIAL GRID

The Indian audience needed an understanding of how EVs work.
We created a bank of social communications that explored the new thrilling world of electric, focusing on the key message: 'Future Is An Attitude'.

 

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the RESULTS

ENGAGEMENT
100K+

ENGAGEMENT
100K+

ENGAGEMENT
100K+

ENGAGEMENT
100K+

REACH
1.1M+

REACH
1.1M+

VIDEO VIEWS
575K+

MENTIONS
1K+

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THE PRESS

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the team

COPY:
Rohan Mathew
Chintan Pandey

ART:
Radhika Subramanian
Vidhi Agarwal

SERVICING:
Rakshit Bohra