Skoda recently re-launched its Octavia in the Indian market. To communicate the same, BBH India has created a TVC and a print campaign.
The film opens with a teddy bear seated in the back of the car one night. The bear invites some toy figures and the lot are shown having a party. Through their partying, some of the features of the new Octavia are showcased. The party comes to an end when some of the characters pull open the sun roof. The moon and stars give way to the sun as the scene shifts to a man and his young son driving together. It is revealed that the son has been cooking up the story to explain why sun roof was open, when the father says, ‘So that’s why the sun roof is open’ and the son nods his approval. A male voice over explains, ‘Better the features, bigger the story. New Skoda Octavia.’
Through the film, there’s a remix of the song ‘Pag Ghungroo’ from Namak Halal playing in the background.
Sanjay Sharma, head of planning, BBH India, said, "The launch of the Skoda Octavia is quite possibly the most important launch Skoda has made recently. It was not just any other big car launch, with this launch Skoda was bringing back the much loved Octavia, marking the return of one of the biggest names in the Indian automotive market. We felt that there was a great opportunity to build on the past equity of the Octavia while, at the same time, reveal that the new and modern version of the Octavia is packed with incredible features."
Russell Barrett, CCO and managing partner, BBH India, added, "Anyone who has worked on the car category would be aware, that it is both exciting and incredibly challenging to do a genuinely fresh car commercial. We needed to tell an engaging story that revolved around the features. While subtly reminding people of its legendary past. The TVC is an interesting story made up on the spot by a kid, trying to explain to his dad why the sunroof was left open. Naturally he blames his imaginary friends while allowing us to show a host of really cool features. And then we decided, with the help of MikeyMcCleary, to bring back the legendary Pag Ghungroo song from Namak Halal. We felt that it lifted the film quite significantly and most importantly it was a great fit for the return of a legend."
In print, the launch of the Octavia was announced through two innovations. In The Times of India, the front page shifted to the left hand side with Skoda’s ad in its place. In the Hindustan Times, the Octavia was presented to readers in a four-page centrefold ad.
Skoda TOI ad
Kamal Basu, associate director marketing, Skoda India, said, "The Skoda Octavia sits right at the heart of the Skoda portfolio. It contains all that we do best. We wanted to bring alive the features of the new car as freshly, yet as powerfully as possible. The print innovations to me, do just that, and I’m sure the TVC will too."
CCO and managing partner: Russell Barrett
Head of planning: Sanjay Sharma
Director: Scott Anderson
Production house(s): Photoplay (Australia) and Nomad (India)