MUMBAI: Following the success of the first print roadblock on the Times of India (ToI), German car manufacturer Volkswagen created an out-of-home (OOH) roadblock in Mumbai.

Executed by DDB Mudra, Volkswagen took over the entire OOH space at a prominent Bandra junction that is witness to heavy traffic throughout the day. The OOH roadblock was executed in conjunction with the launch of the Beetle in India.
 
The campaign which read ‘It‘s official. Curves are back‘, is currently up in the western suburbs in Mumbai.
 
Said DDB Mudra president Rajiv Sabnis, "Volkswagen has an innovating spirit when it comes to marketing, just like the cars they make. They also believe in dominating the media not just the roads!

"After the hugely innovative and impactful "TOI Roadblock" we conceived the launch of the new Beetle with an innovative outdoor campaign. The six-part Beetle outdoor came together part-by-part heightening people‘s anticipation about the launch. Like the ‘TOI Roadblock‘, this is another first by Volkswagen and DDB Mudra."
 
"The inspiration for this innovative outdoor idea came from the phrase ‘the sum of the parts is sometimes greater than the whole.‘ Thus the attempt was to accentuate the unique iconic shape of the Beetle that is known and loved the world over.

And what better way to do that than to show ‘a curve in every inch‘. Choosing such a prominent location only added to the tremendous impact of the idea," said DDB Mudra Group NCD Rajeev Raja.