Skoda Kodiaq showcases how power can be beautiful in biggest campaign
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.
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”.
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.
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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