Like father like son may be a common adage but it doesn’t really come into play until the boy becomes a man. That’s what Volkswagen is targeting with its new ad for its first compact sedan ‘Ameo’.

Priced at Rs.5.4 lakh, the ads promote the car’s features such as an automatic rain sensor; a reverse parking camera and cruise control, which the company says is also the product’s USP.

Speaking about the campaign, Sonal Dabral, chairman and chief creative officer, DDB Mudra Group, says that the ‘Think pride, Think new’ tagline aptly expresses the emotional growth that the German car maker wishes to be a part of. “Since this car marks the turning point in the life of a young, first car buyer, pride surfaces as the strongest emotion. It is a car that isn’t a boy’s decision, but that of a man,” he adds.

The focus is on men in their late twenties, says Kamal Basu, head of marketing, Volkswagen India. “In India, though there are plenty of women drivers, buying decisions are still predominantly made by men.” 

The initial responses to the ad have been encouraging. “Our television commercials have garnered more than 700,000 views organically,” says Basu. Dabral corroborates the stance, adding that the portrayal of the father-son relationship was received well.