The campaign is based on a template which tells the story of Volkswagen as a responsible brand, leveraging the ‘Think Blue' philosophy. The initiative targets Volkswagen's existing customers and the public, to raise awareness for the cause of ‘Think Blue'. There are no sponsors associated with this initiative.

As part of this campaign, branded fences were placed at Inorbit mall in Mumbai and at theT1 Delhi airport, and branding was also put on the travelators at the Delhi T3 airport.

Using the opportunity provided by the Delhi Auto Expo, Mudra Max set up a Beetle car made up of scrap from mother boards, keyboards, disposed machinery parts, mobile phones, cans, plastic bottles, cassettes, wires, etc. To maximize impact and reach, the Delhi T3 terminal served as the venue to exhibit the Beetle art-piece, along with an AV on the Think Blue philosophy running simultaneously. Promoters also engaged people at a kiosk branded with the Volkswagen logo and the ‘Think Blue' philosophy. Running parallel to the campaign, garbage collection drives were initiated, wherein the trash collected was put on billboards to spread awareness about being responsible towards the environment. In addition, an entire Delhi Metro train was wrapped with the ‘Think Blue' story to create higher impact and interest. In Mumbai, the Beetle exhibited at the Delhi Auto Expo is currently being exhibited at Mahim causeway.

Commenting on the objective behind this initiative, Bishwajeet Samal, Head of Marketing Communication, Volkswagen India said: "Our aim was to create a buzz and drive home the message of ‘Think Blue. Drive Blue' with out-of-home activations like the Beetle art piece constructed out of scrap, branding of a Delhi Metro with the ‘Think Blue' message, and creating the ugliest billboard in New Delhi from garbage collected from cleanliness drives. We look forward to taking up similar initiatives to further strengthen our ‘Think Blue.' philosophy in India."

Speaking about the execution, Vikas Nowal, Vice President, Mudra Max-OOH said: "We wanted to ensure that the Volkswagen campaign receives equal prominence in the communication across media. Our current focus is on Mumbai and Delhi only. We are the agency on record for Volkswagen. The car was displayed at the airport for 12 days and on an average, we were talking to a minimum of 500 people so far."