MUMBAI – Skoda Kodiaq, the latest SUV from the stable of Skoda that was officially launched a couple of days ago has been receiving some rave reviews in India. And while the makers of the SUV model are gleeful about the positive response generated thus far, it is supplementing the launch with the rollout of its biggest communication campaign yet.
The high decibel integrated campaign that has been conceptualised and executed by Publicis India will work towards building Skoda’s SUV credentials and leverage it to enhance the pride of ownership for the brand. Understandably, Skoda is one of the newest entrants in the SUV category in India and is therefore susceptible to be seen as just another player in the category, but that’s the stereotype the brand wants to break through its latest campaign.
In a category where communication is heavily focused on features and rational benefits, Skoda, through the Kodiaq launch campaign, aims to tap into a relevant socio-cultural tension to create a meaningful and impactful brand narrative which transcends boundaries. The campaign intends to spark a constructive conversation with a strong point of view on the usage of power in our society, which in turn will have a positive rub-off on the brand and set an optimum platform for the launch of upcoming SUVs from Skoda’s stable.
Commenting on the marketing objective behind the launch of Kodiaq in India, Tarun Jha, Head of Marketing and Product, Skoda Auto India Pvt. Ltd. said: “The ŠKODA KODIAQ is a beautiful car. The word ‘beauty’ is not usually associated with SUVs, which tends to be associated more with ‘power’. This conflict led us to the proposition that ‘Power should always be beautiful’ and culminated in a larger message that appeals to the goodness in all of us to use our powers beautifully.”
The campaign insight is based on a philosophy that Power has the capability to make things beautiful around us. Power in the right hands has the ability to change the world for good – think Mahatma Gandhi, Nelson Mandela and Steve Jobs. But in today’s age of discrimination and hatred, power has lost its association with its constructive side. In a world where power is considered evil, Kodiaq encourages us to choose the good side of power and helps us, #ReconnectWithGood.
In a world of boxy and bulky SUVs, Skoda is launching Kodiaq which is not only a powerful 4X4 SUV but also unique in its crystalline design. A car which epitomizes the philosophy that “Power should always be beautiful”.
Highlighting the thought-process behind the film, Paritosh Srivastava, COO – Publicis Ambience said: “This is why we love our profession. Very rarely do we find a strong product truth married to a very powerful cultural truth, a POV that resonates across cultures and geographies. We have immense faith in the product and know it will do very well in India and globally. The film is a beautiful representation of the fundamental truth that the good and the evil co-exist in the world and reminds us that historically that’s been the case. It’s up to us to choose which side we’re on. The role of Ashutosh Dixit and Tarun Jha as client needs to be acknowledged, they’ve stood by it like a rock. The work is proof of what happens when every individual associated with the project truly believes in the idea at a human level. Special thanks to Jigar Fernandes for this inspiring piece. We just hope that more people believe in and use their power beautifully as there may lie a simple solution to very complex issues.”
Adding his thoughts on the creative idea behind the film, Bobby Pawar, Managing Director & CCO – South Asia, Publicis India said, “Skoda Kodiaq as an offering clearly stands out with a host of features that are best-in-class and it was only befitting that we complement it with a creative idea that was also a level up. With the current trends and the way world is moving ahead, it’s important that we associate with good side of power. The film captures stunning visuals of situations which are prevalent in the society and beautifully asks viewers to take a stand. We’re excited with the final outcome and look forward to the campaign striking a strong chord with the viewers. We appreciate that our client took such a bold step and supported us at every stage.”
The campaign will be launched extensively across the offline and online platforms and will tap the mediums of Print, Outdoor, Digital, Radio & BTL Activations for wider reach and popularity.
Team credits:
Client: Skoda
Brand: Skoda Kodiaq
Agency: Publicis India
MD/CCO: Bobby Pawar
Chief Strategy Officer & Managing Partner: Sudeep Gohil
MD – Srija Chatterjee
COO – Paritosh Srivastava
Creative Head/Copywriter – Jigar Fernandes
Account Management: Atin Wahal, Punit Bhatt, Meghna Kallat
Account Planning: Abhinit Agarwal, Ankul Singh
Films Head: Jignesh Maru
Production House: Prodigious
Director: Lloyd Baptista
