Volkswagen Celebrates the Early Sparks of Driving Passion in Children’s Day Campaign

Every driver remembers their first car. But Volkswagen India’s latest Children’s Day campaign is a reminder that the real story begins much earlier, with that first drawing, the toy car collection, and those pretend races.

In a heart warming nod to childhood, Volkswagen asks a simple question: When does love for the drive begin? The brand’s latest campaign takes audiences down memory lane, celebrating the moments when fascination with cars first took root, years before the first license, or even the first drive.

The campaign conceptualised by 22feet Tribal Worldwide, came alive through a heartfelt manifesto published in leading automotive magazines. The campaign extended to radio listeners across Mumbai, Delhi, Pune, Bengaluru, and Chennai as well as Spotify, transporting car enthusiasts down memory lane wherever they tuned in.

At Volkswagen, employees added their own spark by sharing personal stories of when their love for driving began —from toy cars and sketchbooks to their first long drives —in a short video that rekindled memories and brought shared emotions to life.

By turning a simple question into a moment of collective reflection, Volkswagen India celebrated the childlike wonder that keeps every driver’s heart on the road.