The launch of Volvo Cars’ electric vehicle (EV) in the metaverse, dubbed Volvoverse, was conceptualised and made possible by Mindshare India. This is the first partnership in the metaverse between WPP India agencies. Jyoti Malhotra, MD of Volvo Car India, is launching the Volvo XC40 Recharge in a virtual setting as he ushers in a new age of digital platforms for Volvo consumers with approachable 3D experiences.
Volvoverse was created through a partnership between Mindshare and other WPP agencies, such as Hogarth, Grey, Yonder, and Genesis BCW. This achievement fulfilled the group’s goal of enabling customers to quickly access specialised businesses within the cohort and accomplish their goals with a single interface.
CEO of Mindshare South Asia, Amin Lakhani, stated that they at Mindshare aspire to offer their clients tech-enabled, innovative branding solutions. The idea behind the XC40 Recharge’s launch in the Metaverse was to introduce the EV in line with Volvo’s goal of a sustainable environment. By connecting people together, the Metaverse is advancing the Internet. They want to contact as many people as possible via virtual worlds. They are thrilled to conduct the first-ever EV launch in the Metaverse with a campaign that connects with the audience in a novel and exciting setting.
Volvo has always been at the frontier of innovation and technology, and they, as a company, are also internationally renowned for their dedication to conservation, said Jyoti Malhotra, MD of Volvo Car India. An innovative step toward integrating digital technology into the marketing sector is the release of the XC40 Recharge on the metaverse platform. Since the metaverse launch has a much lower carbon footprint than traditional launches, it also advances their overall sustainability goals.
The CEO of Hogarth India, Gopikaa Davar, stated that Hogarth is committed to reaching Net Zero by 2030, and they are glad to join with Mindshare and Volvo on a project which integrates both their priority areas of sustainable production and the metaverse. An average conference attendee would have caused about 170 kg of CO2 emissions during a one-day event. Therefore, releasing an electric vehicle in the virtual world only makes sense as a responsible alternative. This is an excellent illustration of how one can lessen and mitigate the impact on the environment by using green screen and virtual studios as the main tools, eliminating the need for on-location shooting and events, lowering the carbon footprint and making the most of the content they capture.
According to brand consultant Abhimanyu Mishra from Brandfizz, for organisations that are still on the fence, it is critical for each brand to discover its niche and balance the risk-reward equation. To do this, one must understand what is feasible, and the businesses that are moving quickly can serve as both models and test subjects. The metaverse has the potential to be the next step in the evolution of how people connect, communicate, and transact online, so waiting too long to get involved is probably not a viable option.
