Škoda Auto India, in partnership with BBH India, has launched ‘Easy to Love’, an integrated campaign marking the introduction of the new Škoda Kushaq. Drawing inspiration from the Bollywood film Dilwale Dulhania Le Jayenge, the campaign uses nostalgia, humour and cinematic storytelling to position the SUV as both aspirational and relatable for Indian consumers.
The campaign builds on an earlier teaser and feature reveal film that aired during the ICC Men’s T20 Cricket World Cup. While the initial phase focused on showcasing product features, the main campaign film shifts towards an emotional narrative, aiming to deepen consumer engagement and enhance brand affinity. The creative approach seeks to translate the Kushaq’s functional strengths into an emotive proposition, aligning with the expectations of modern SUV buyers.
Set in familiar urban environments, the film follows three characters: a corporate professional, a young woman and a family man. Each encounters the Kushaq and is momentarily transported into stylised, dreamlike mustard field sequences reminiscent of Dilwale Dulhania Le Jayenge. These sequences are interspersed with abrupt returns to reality, creating a contrast between everyday life and cinematic fantasy. The narrative device positions the Kushaq as the catalyst for these imagined moments, reinforcing its appeal through humour and cultural reference. The film concludes with visuals of the Kushaq driving through mustard fields, integrating product highlights within the storytelling.
Ashish Gupta, brand director, Škoda Auto India, said, “With the new Škoda Kushaq, we are taking a decisive step forward in strengthening our position in India’s highly competitive SUV segment. The product builds on our core strengths of safety, quality and driving dynamics, while democratising premium features and technology for a wider set of customers. With ‘Easy to Love’, we brought this proposition to life through a culturally relevant and emotionally engaging narrative that resonates with Indian audiences. By blending nostalgia with contemporary storytelling, the campaign has reinforced the Kushaq as an aspirational yet accessible choice, while further deepening our connection with customers across the country.”
Parikshit Bhattaccharya, chief creative officer, BBH India and Propagate India, added, “With ‘Easy to Love’, we tapped into a cultural memory that instantly signals romance and nostalgia. By blending humour with cinematic storytelling, we wanted to show how effortlessly people can fall for the car. The juxtaposition of everyday urban moments with larger-than-life fantasy sequences helps dramatise just how irresistible the new Škoda Kushaq can be.”
The campaign has been rolled out across television, digital and social platforms, print, cinema, OOH and radio. It also includes a social-first micro-drama series, along with brand collaborations and content-led extensions designed to sustain engagement and expand the campaign’s cultural relevance over time. The multi-platform approach reflects a focus on maintaining visibility while reinforcing the campaign’s narrative across touchpoints.
