MUMBAI, INDIA — Merely marking 20 years of existence is not historic enough by itself. For ŠKODA AUTO India, the celebration is a cut above the rest, quite literally!
In a remarkable feat, the automotive brand is Conquering The Unconquerable with an activation like no other, on a never-seen-before canvas – creating one of the highest 3D projections in the country on an intimidatingly sheer rock-face of the Rohtang-La, at a staggering 10,942 feet above sea level.
Sharing his thoughts on successfully executing and launching the spectacular campaign, Mr. Zac Hollis, Brand Director, ŠKODA AUTO India, said, “ŠKODA’s presence in India for the last two decades has been a fulfilling journey. At the significant milestone of ŠKODA AUTO’s 20 years in India, we wanted to set a benchmark and push the boundaries to achieve something beyond imagination. ‘Conquering the Unconquerable’ is a campaign that is an ode to the brand’s journey and potential. A tribute to ŠKODA being a fun, dynamic, creative and passion-driven brand.”
Expressing his thoughts on the activation, Tarun Jha, Head of Marketing, ŠKODA AUTO India, commented, “The idea of ‘Conquering the unconquerable’ was to create history by taking on the mightiest and craft a story on achieving the unimaginable. With this campaign, we are truly conquering the unconquerable, alongside our partners, who have been a constant source of support and inspiration. We are confident that the beauty of this activation will touch hearts and minds across our consumer base.”
Driving awareness for KUSHAQ, the first-ever made-in-India car by ŠKODA under the India 2.0 project, PHD Media India and Omnicom Media Group India’s content arm, OMG Content, have been spearheading communications and strategy and providing creative recommendations at every touchpoint of the campaign, with a robust overall content plan right from production to the marketing stage.
Monaz Todywalla, Chief Executive Officer, PHD Media India, said, “Defined by superlative thought and augmented by superlative action, Conquering the Unconquerable is a campaign that has been conceptualized on the back of the power of imagination. It’s a pleasure for Team PHD to be involved in achieving a feat of this magnitude; partnering with ŠKODA AUTO India to help them Make The Leap with innovation, and we’re excited to witness the response to the eminence of creativity in play at such an impressive scale.”
Chief Content Officer at OMG India, Shailja Saraswati, said, “We believe that great concepts spark great content, and when those concepts are translated into reality, we know that there is potential for true impact. It has been an incomparable experience working on this unique activation, and we are certain that together as partners we have all conquered the unconquerable in more ways than one!”
Planned over a period of 3 months, with 54,000 man-hours invested in bringing this campaign to life over 6 days with 12 projectors and 156 crew members – ‘Conquering The Unconquerable’ takes the concept of experiential marketing to a whole new level. The first-of-its-kind installation establishes ŠKODA Auto India’s stronghold in the country by literally establishing its presence on the mighty canvas of Rohtang-La. The automotive brand is fast creating a legacy in India that rests on 20 years of innovation and delight. And there was no better way to illustrate this than to use mesmerising art projected on a mountain face at an altitude that touches the sky.
Sanjay Shukla, Chief Executive Officer of The Max, shared his insights on executing this feat, saying, “It all just begins with a thought and what we set out to do was bordering on unthinkable. How do we create the most dynamic outdoor space anyone’s ever seen before? Where do we find the space? This was the question that made us step out of an already opened box onto a different plane – the biggest canvas. The rocky mountains of the North presented us with an opportunity that we decided to pitch to ŠKODA – 3D projection mapping on a mountain face at Rohtang-la. Over 3 months of planning went into this mammoth task, but in the end, we achieved the unthinkable, we told the story of choosing what really matters on the greatest canvas available to us.”
CREDITS:
Client: ŠKODA AUTO India
Creative Agency: OMG Content
Production Company: Creative Factory
