Volkswagen India has launched its latest campaign, Made of Legend, to introduce the Golf GTI to the Indian market. The campaign features Indian cricketer Jasprit Bumrah and was developed in partnership with PHD Media, part of Omnicom Media Group India, and 22feet Tribal Worldwide.
The campaign seeks to highlight the Golf GTI’s performance and engineering by drawing parallels with Bumrah’s qualities as a cricketer. Built around the themes of precision, control, and consistency, Made of Legend positions the vehicle and the athlete as aligned in their approach to performance.
PHD Media and 22feet Tribal Worldwide worked with Rise Worldwide, Bumrah’s talent management agency, to deliver a cross-platform campaign aimed at connecting with Indian audiences through cricket and storytelling.
Monaz Todywalla, CEO of PHD India, said, “When we approach partnerships for clients, a lot goes into evaluating and bringing it to life – ensuring it not only fits but elevates the narrative for all involved. The Golf GTI is a globally celebrated icon, defined by its engineering mastery and performance under pressure. Jasprit Bumrah embodies these very qualities – calm, consistent, and composed, with a quiet intensity that mirrors the GTI’s spirit, allowing him to inspire fans of VW in a unique way. We’re proud to have brought together two legends to craft a campaign that’s rich in context and storytelling.”
Vishnu Srivatsav, National Creative Director at 22feet Tribal Worldwide, said, “I’ve been a GTI fan for as long as I can remember. The GTI isn’t just a car—it’s an icon. Working on launching the Golf GTI in India has been a deeply personal and professional milestone for me. We knew this was more than introducing a vehicle—it was about doing justice to a legend. And in Jasprit Bumrah, we found the perfect embodiment of the GTI’s spirit—quietly composed yet capable of the extraordinary.”
Bishwajeet Samal, Head of Marketing and PR at Volkswagen India, added, “Jasprit Bumrah brings both credibility and cultural relevance to the GTI narrative. This helps us build a strong emotional recall with our audience, while elevating the brand’s presence in the performance segment. The collaboration is rooted in strategic intent, and Bumrah’s persona aligns naturally with our motorsport DNA, putting the spotlight on performance and consistency with character.”
Commenting on the partnership, Jasprit Bumrah said, “I’ve always believed that true performance doesn’t need to be loud - it just needs to be consistent. Partnering with Volkswagen and the Golf GTI felt like a natural fit. It’s a brand I long admired for its precision and presence, and I’m proud to be associated with something that stands for performance par excellence.”
The campaign reflects a broader shift in automotive marketing towards cultural storytelling, aiming to build emotional connections with a younger audience through associations that go beyond the product itself.
