Audi India Launches That Quattro Feeling Campaign With Wondrlab

Audi India has partnered with Wondrlab India Pvt. Ltd. to introduce its latest emotionally driven marketing campaign titled “That quattro feeling.” This strategic initiative highlights Audi’s iconic all-wheel drive system, focusing on the sensory driving experience rather than technical specifications.

Audi India, in partnership with Wondrlab India Pvt. Ltd., has debuted “That quattro feeling,” a brand campaign centered on human emotion. The manufacturer’s legendary traction system defies simple explanation, delivering an instantaneous sensation whenever road conditions transform.

For more than 40 years, this technology has formed the backbone of the brand’s performance heritage. Transitioning from classic rally circuits in the 1980s to modern urban environments, it establishes the standard for absolute driver security. This new narrative aims to capture a distinct driving sensation that traditional technical specifications cannot fully convey.

The creative concept originates from a fundamental reality experienced by premium car owners. Drivers feel the mechanical system distribute power seamlessly when navigating sharp turns, managing heavy rainfall, or traversing unstable terrain.

Reflecting on this consumer insight, Hemant Shringy, Chief Creative Officer at Wondrlab India Pvt. Ltd., stated that the campaign serves as a collective experience for connected drivers and an open invitation for future enthusiasts.

The media deployment spans outdoor, digital, and social platforms, anchoring each creative asset in authentic driving environments. Featured scenarios include navigating sharp turns on wet monsoon mornings, managing loose gravel surfaces, and accelerating onto fast highways. The technology functions continuously without demanding driver attention.

The mechanical system operates by tracking real-time driving variables, shifting torque across axles within milliseconds. The proactive engineering anticipates traction requirements before wheel slippage occurs. This system established its legacy during the World Rally Championship before transitioning into production vehicles.

Gaurav Sinha – Head, Marketing and PR, Audi India

Gaurav Sinha, Head of Marketing and PR at Audi India, noted that while the technology has powered the brand’s performance lineup for over 40 years, its true worth centers on client emotion. He emphasized that the system provides safety, command, and driver trust rather than just simple power delivery. The initiative translates complex engineering into absolute consumer confidence through minimalist imagery.

Launched in 2020, Wondrlab focuses on building a global world-class network from India that integrates corporate marketing and digital business overhauls. Utilizing a proprietary technology infrastructure, the company offers corporate clients a full-funnel approach to scale brand awareness and revenue inside fragmented consumer spaces.

The corporate network comprises several specialized agencies, including the digital-first creative firm What’s Your Problem alongside Wisr, an institutional platform linking corporate brands with educational networks. Additional properties include the data-focused creator business Opportune, performance marketing firm Neon, and international analytics provider Cymetrix.

The operational network also controls influencer platform OPA and software agency BigStep, which builds mobile applications, cloud tools, automation systems, and real-time communication software. These integrated businesses deliver comprehensive marketing pipelines. Wondrlab expanded into European markets by acquiring WebTalk, a digital agency operating in Central and Eastern Europe.

Future Outlook

Audi’s focus on emotional marketing highlights a broader automotive shift toward experiential branding. As electric vehicles redefine performance metrics, legacy features like specialized traction control systems remain crucial differentiators. This campaign positions the German automaker to maintain its premium brand equity in India’s rapidly evolving luxury car market.

FAQs

What is the primary focus of the new Audi India campaign?

The campaign focuses on the emotional experience and confidence delivered by Audi’s legendary all-wheel drive technology rather than detailing raw technical specifications.

Which creative agency partnered with Audi India for this project?

Audi India collaborated with Wondrlab India Pvt. Ltd., an integrated marketing technology network launched in 2020.

How does the traction system function during adverse driving conditions?

The system continuously tracks road variables and redistributes engine torque between the vehicle axles within milliseconds to prevent wheel slippage before it occurs.

What media channels are being used for the campaign rollout?

The multi-channel marketing campaign is deployed across outdoor billboards, digital advertising platforms, and targeted social media networks.