Making the brand associate with the sound of success.
Blaupunkt is one of the oldest brand in India for car audio. But, it was facing stiff competition by new modern brands like Sony, Pioneer, JBL, etc. Blaupunkt wanted to increase its presence in the OEM (Original Equipment Manufacturer) as well as the After Market. A print + BTL campaign was also required.
It is the sound in your car that makes your drive a great one. And Blaupunkt is that sound. The thought was well put across in the tagline, "The sound that drives you". There was a need to bring in a young popular figure to appeal to the TG. The young singer-actor Ayushmann Khuranna was the natural choice. Not only he aptly represents 'music and sound' but is a dashing youth idol liked by the masses. The campaign included print ads, POS material, digital campaign, etc.
The tagline 'The sound that drives you' and Ayushmann Khuranna worked wonders for Blaupunkt. Rego designed focused, high-impact campaigns for the new products and marketing initiatives. Blaupunkt was able to stand out on the cluttered counter space in the After Market. Good brand presence was achieved in the OEM market as well. The campaign enabled Blaupunkt to enter into a contract with many OEM partners like Volkswagen, Tata, Mahindra, Hyundai and Honda in India.