Percept ICE executes the launch of the 21st Century Beetle for Volkswagen India
Percept ICE, a company of Percept Limited, successfully executed the launch of the 21st Century Beetle for Volkswagen on 19 December, 2015 at the India Dome, NSCI in Mumbai. The spectacular and much awaited gala launch event saw more than 500 guests attending.
Percept ICE’s mandate from Volkswagen was to conceptualize and manage the entire launch event which translated into the company creating the entire theme, designing the mega set that was inspired by the distinguished VW logo, managing all the pre-function engagements and the stage show which were crafted keeping the brand essence of the iconic Beetle.
Percept ICE constructed a mega extravagant set-up communicating the essence of fun, freedom and love, qualities so unique to the Beetle brand. The Beetle has over the decades developed a cult following among automobile enthusiasts and classic car patrons across the world. Guests were delighted to walk into the venue and see Classic Beetle cars parked at the entrance. The pre-function engagement was inspired by the Beetle car and the newly launched 21st Century Beetle graced the stage also. The arena showcased a large stage inspired by the VW logo and magnificent aerial installations. Percept ICE also designed customized furniture for the guests.
The event kick-started with the Volkswagen Beetle Global AV, followed by a thematic Aerial artist performance, topped off with an ensemble Fashion show specially created for the Beetle by designer Kunal Rawal. The show stopper was Bollywood star Shahid Kapoor. This set the stage ready for a fashion showcase of the new Beetle cars on stage. A short speech by Michael Mayer, Brand Director, Volkswagen Passenger Cars, and actor Shahid Kapoor heralded the official launch of 21st Century Beetle car in India.
Michael Mayer, Brand Director, Volkswagen Passenger Cars said “It gives us immense pleasure to celebrate the launch of the 21st Century Beetle in India, amidst our esteemed customers. Today, we bring one of the world’s most loved automotive icon, ‘the Beetle’ back to the Indian shores. And we are very excited to collaborate with India’s edgy and super creative fashion designer Kunal Rawal to present his collection, aptly inspired by the 21st Century Beetle. What is also incredibly special for us is the presence of Bollywood’s superstar Shahid Kapoor to launch the 21st Century Beetle and be amongst us in this milestone celebration for Volkswagen in India. We firmly believe that our truest brand advocates are our customers, and through this special evening, we seek to thank them for their unending support, and look forward to begin a new chapter for the Beetle, with them.”
The extravagance of the event was evident through the gigantic Volkswagen logo that took centre stage at the venue, serving as a ramp for Kunal Rawal’s glamorous fashion show as well as a compelling platform to showcase the launch of the much awaited 21st Century Beetle. The entire fashion show music was mixed by acclaimed intentional DJ Thomas Gold, a Berlin-based DJ and producer.
Commenting on the classic work executed by the Percept ICE team Nazneen Karimi, Chief Executive Officer, Percept ICE said, “We are honored that Volkswagen India mandated us to launch their iconic brand Beetle. In addition to shouldering the enormous responsibility of conceptualizing and executing the entire VW 21st Century Beetle India launch, our real challenge lay in the severe time constraint towards setting up such a massive set in a span of 2 days and ably dismantling it in a record period of 8 hours. The entire Percept ICE team put in their wholehearted effort and worked 24X7 to ensure a successful and memorable launch. We are thankful to the Volkswagen team for the faith, trust and support posed in us at every step of the way, and we look forward to collaborating on many more events with them in the future.”