Volkswagen India’s Children’s Day campaign asks when a love for driving truly begins
Volkswagen India has released a Children’s Day campaign that reflects on the earliest moments of fascination with cars, suggesting that for many enthusiasts, the love for driving begins long before the first lesson behind the wheel.
The campaign poses a central question: 'When does love for the drive begin?' and positions childhood memories such as sketching cars, collecting toy models or staging imaginary races as the earliest markers of automotive passion.
Conceptualised by 22feet Tribal Worldwide, the campaign was led by a manifesto published in leading automotive magazines. It was further amplified through radio spots across Mumbai, Delhi, Pune, Bengaluru and Chennai, and via Spotify, allowing the message to reach audiences across formats and touchpoints.
Watch the campaign here:
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Volkswagen India also extended the idea internally, with employees sharing short video stories about their own early memories with cars — from the first toy models and drawing pads to their first real drives — creating a collective narrative rooted in personal experiences.
Through this reflective approach, the campaign highlights how car enthusiasm often begins in childhood, long before formal driving begins.
Employee video:
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