Volkswagen India’s latest campaign, ‘Made of Legend’, sets the stage for the much-awaited launch of the Golf GTI in India. The campaign places a strong emphasis on the car’s engineering excellence and performance pedigree. Featuring Indian cricket icon Jasprit Bumrah, it aims to connect with the next generation of driving enthusiasts by blending the worlds of sport and speed.
Strategic Execution
To effectively introduce the Golf GTI to Indian consumers, Volkswagen partnered with PHD Media and 22feet Tribal Worldwide. Together, they crafted a campaign that taps into the shared values of high performance and pressure-handling, linking the precision of cricket with the legacy of the GTI. Rise Worldwide added further impact by driving the campaign across platforms, ensuring widespread visibility and engagement.
Agency Perspective
Monaz Todywalla, CEO of PHD India, emphasized the strategic rigor behind the collaboration. “Our goal is always to elevate the story for all involved,” she noted. “The Golf GTI, with its iconic status and performance under pressure, finds a perfect parallel in Jasprit Bumrah—calm, controlled, and consistently exceptional. This campaign brings two legends together in a seamless and inspiring narrative.”
Creative Insight
For Vishnu Srivatsav, National Creative Director at 22feet Tribal Worldwide, this campaign was both personal and professional. “The GTI isn’t just a machine—it’s a cultural icon. Launching it in India has been a milestone moment,” he shared. “With Bumrah, we found a personality that echoes the car’s identity: quietly intense, relentlessly focused, and capable of delivering the extraordinary.”
Brand Perspective
Bishwajeet Samal, Head of Marketing and PR at Volkswagen India, highlighted the strategic value of choosing Bumrah. “He brings authenticity and emotional connect to the GTI narrative,” Samal said. “Bumrah naturally reflects our motorsport heritage—spotlighting consistency, performance, and character. This partnership strengthens our positioning in the performance car segment.”
Celebrity Voice
Sharing his thoughts, Jasprit Bumrah expressed his deep alignment with the brand. “Real performance doesn’t shout—it just shows up, consistently,” he stated. “Volkswagen has always symbolized precision and presence to me. Being part of this campaign feels genuine and powerful, and I’m excited to represent a car that delivers performance with integrity.”
Conclusion
With ‘Made of Legend’, Volkswagen India has masterfully aligned the legacy of the Golf GTI with the calm intensity of Jasprit Bumrah, creating a campaign that resonates with precision, performance, and poise. Through this collaboration, the brand not only celebrates the arrival of an icon but also plants its flag firmly in the hearts of a younger, performance-hungry generation. It’s more than just a car launch—it’s a tribute to consistent excellence, both on the road and on the pitch.
