Campaign India Team
Sep 25, 2013

'What’s behind you, often changes what lies ahead,' says Skoda

WATCH the online films created by BBH India here

wide player in 16:9 format. Used on article page for Campaign.

Skoda has rolled out two online films for its ‘Leisure’ variant of the Skoda Rapid.

Created by BBH India, the two animated online films are based on a radio campaign the agency had worked on for the launch of this variant. The films focus on the rearview parking camera feature available in the car through monochrome animated films.

A film titled ‘Grandma’ tells the story of a man reversing his car while on the phone, bumping into an old lady and getting into trouble. The film ends with the voice over saying, “What’s behind you, often changes what lies ahead”, emphasising the rearview camera parking feature in the car.

Another film titled 'Hydrant' shows a man getting into trouble while reversing his car, this time by hitting a hydrant. The hydrant causes all kinds of concern for the man before the voice over delivers the brand's message.

Commenting on the campaign, Russell Barrett, CCO and managing partner, BBH India, said, “The brief we received from Skoda was to create a radio campaign for the rear view parking feature in the Rapid Leisure. We wrote three radio spots, client bought it and we released it on radio. And then my point was to share these radio spots online. We needed some video content, and we briefed the team here on how to share radio spots on the online media. The team visualised the radio ad and they came up with these videos. The client (Kamal Basu) saw it and loved it. We converted two of the three radio spots to online videos. We released the first one, not thinking it would be picked up. People started talking about it, and we released the second one soon. We produced, created and animated in house. It was very exciting to make these videos ourselves.”

Credits:

Client: Skoda India:
Associate director, marketing: Kamal Basu
Head of marketing communications: Vikram Swaroop
Brand manager: Reena Gade
Agency: BBH
Chief creative officer: Russell Barrett
Executive creative director: Puneet Kapoor
Creative director: Russell Barrett
Director: Manish Darji / Sushma Joseph
Copywriter: Yohan Daver
Illustrator: Manish Darji 
Editor: Sushma Joseph
Agency executive producer: Hitesh Kalia /Sushma Joseph /Rishit Mehta
Account director: Anirban Mukherjee
Account manager: Suravi Pradhan
Account planner: Kanishk Kabiraj
Source:
Campaign India