Skoda has unveiled its first TVC for its recently launched sedan, Rapid.
The TVC created by Saatchi & Saatchi India, is based on solutions the car provides for needs during an Indian wedding. The film opens with a scene of a palatial Indian house that is filled with wedding preparations. It then shows the Rapid playing a role in all the wedding situations – getting flowers to the venue, driving the girls (wearing mehndi) comfortably, picking up relatives and guests for the ceremonies. At each occasion the car meets the demands, thereby making life comfortable for the family. The film ends with a moment that shows a new bride and groom meeting, something that happened with the help of the Rapid.
Commenting on the TVC, Thomas Kuehl, brand head, Skoda Auto India and member of the board, sales and marketing, said, “At Skoda we believe that a car is much more than a mere product. It is an extension of an individual and this insight has helped us arrived at the positioning ‘Built to be Thoughtful’. We used the backdrop of Indian wedding in our campaign to demonstrate the emotional connect between a family and a car. The Skoda Rapid embodies that sentiment with its Simply Clever solutions and product values at various occasions during the wedding. Since a wedding for an Indian family is valuable, emotional & a grand occasion, it is a perfect fit to partake in the celebrations with the ŠKODA Rapid – Family Car of the year 2011.”
Ramanuj Shastry, chief creative officer – Saatchi & Saatchi added, “To dramatise the 'thoughtfulness' of Skoda Rapid, we chose the big, fat Indian wedding, the torture test for any car. It's the only time where not just the badge value of the car, but its work horse like qualities also matter. A car for the Indian wedding has to be spacious, comfortable, dependable and economical. Director Sam Ahmad has created a delightful film which underlines the fact that the Skoda Rapid is as sensible as it is stylish. We firmly believe the film will be well received and and establish Skoda Rapid as the car of choice in the entry level sedan category.”
Commenting on the marketing strategy for Skoda in India this year, Kamal Basu, marketing head, Skoda India, said, “We launched the new Rapid in December, so it's the most important product for us. It’s in the early stages of its life cycle in a category that has tough competition. We have been number one in the D-segment with the Superb leading the category for the last three years running. We hope to increase the gap between us and the number two player in that category. We will also refresh the Laura through a communication campaign later this year. We are also undergoing our annual pitch-process currently and should come out with a winner soon.”
Client: Škoda Auto India
Creative agency: Saatchi & Saatchi
Chief creative officer: Ramanuj Shastry
Creative director: Rakesh Pandit
Business head: Bhairavi Naik
Director (of the film): Sam Ahmad
Production house: Fingerprints Films
Media agency: Mediacom