Audi India has rolled out “That quattro feeling,” a new campaign built around its signature quattro all-wheel drive technology, conceptualised by Wondrlab India.
For more than four decades, quattro has anchored Audi’s performance portfolio, and this campaign turns the focus onto how drivers actually experience the technology across varying road and weather conditions, rather than simply explaining the engineering behind it.
Speaking on the creative thinking, Hemant Shringy, Chief Creative Officer at Wondrlab India, described the campaign as something that speaks to two audiences at once – a familiar, shared moment for those who already know the feeling of driving with quattro, and an open invitation for those who are yet to experience it.
According to Audi, the quattro system continuously reads driving conditions in real time and distributes torque between the front and rear axles accordingly, a technology the brand has refined and deployed across its line-up for over 40 years.
Gaurav Sinha, Head of Marketing and PR at Audi India, said quattro has long sat at the centre of Audi’s performance identity, but stressed that its real worth lies less in technical grip or torque distribution and more in the emotional experience it creates for drivers, one rooted in assurance, control, and confidence. He noted that “That quattro feeling” is designed to capture exactly this, using a single evocative image to translate decades of engineering trust into a feeling drivers immediately recognise behind the wheel.
