Skoda Rapid positions on excellence, appeals to those with 'drive to achieve'

Following the previous campaign where the Skoda Rapid was positioned as a car that helps pass the 'wedding test', the sedan has now been showcased as an inspiration for the youth. The TVC has been created by BBH India.

The campaign titled ‘driven by excellence’ features a group of college students looking to own a Rapid; they go about doing their daily chores in college with the car as an inspiration. They visit showrooms to check out the car and test drive it, before they finally grow up to own it.

Kamal Basu, head, marketing, Skoda Auto India, said, “When one looks at Škoda Rapid, it creates instant affinity and once driven, amazes with the way it relates to the owner. In our latest TVC, Rapid marks a stature of excellence and the protagonist’s drive to achieve it. Rapid with its simply clever features, superior built, comfort, ride quality, safety credentials clearly accentuates its significance to an individual who yearns for nothing but the best. The campaign clearly highlights that ‘Excellence’ is in the DNA of the Škoda brand.”

Partha Sinha, managing partner, BBH, added, “The Škoda Rapid in many ways represents the idea of excellence. We needed to find the right context for excellence in Indian society. And what could be a better way than premium education to signify that in India? These people are the future of this country and locating the Rapid in this context does full justice to a product that’s a class apart.”

Credits:

Client: Škoda Auto India
Creative agency: BBH India
Managing partners: Russell Barrett, Partha Sinha, Subhash Kamath
Creative director: Puneet Kapoor
Planning team: Sanjay Sharma, Kanishk Kabiraj
Business head: Anirban Mukherjee
Account management: Suravi Pradhan
Production team: Sushma Joseph, Hitesh Kalia
Director (of the film): Pushpendra Mishra
Production house: Flying Saucer
Media agency: Mediacom