Audi India has partnered with Wondrlab India to launch ‘That quattro feeling’, a new campaign centred on the driving experience enabled by the brand’s iconic all-wheel drive technology, quattro.
The campaign shifts the conversation away from technical specifications and focuses instead on the emotions associated with driving an Audi equipped with quattro. Drawing on real-world driving situations, the campaign seeks to capture moments where the technology delivers confidence, control and stability without drawing attention to itself.
Running across digital, social and outdoor platforms, the campaign showcases scenarios such as navigating sharp bends during monsoon conditions, tackling gravel roads and executing high-speed highway merges. Through these situations, Audi highlights how quattro works seamlessly in the background to enhance the driving experience.
The campaign also pays tribute to quattro’s legacy, which spans more than four decades and has played a key role in Audi’s motorsport heritage as well as its passenger vehicle lineup. According to the company, the initiative is designed to translate the feeling of driving with quattro into a relatable brand narrative.
At the heart of the technology is a system that continuously monitors driving conditions and redistributes torque between the axles within milliseconds, helping maintain traction, stability and composure across varying road surfaces and conditions.
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Reflecting on this insight, Hemant Shringy, Chief Creative Officer, Wondrlab India, said, “That Quattro Feeling’ campaign is a shared experience for those who know and the invitation for those who don’t.”
Gaurav Sinha – Head, Marketing and PR, Audi India, said, For over 40 years, quattro has been at the heart of Audi’s performance DNA, but its true value lies in how it makes our customers feel. It is not just about grip or power distribution — it is about delivering a sense of assurance, control, and confidence in every situation.
He also added, “That quattro feeling’ is our way of bringing this emotion to life, celebrating the moments where technology seamlessly translates into trust. This campaign aims to do exactly that, with a simple image that captures the emotion of driving a quattro Audi model.”
