The new TVC for the Rapid by Saatchi & Saatchi depicts different requirements of a car during a wedding and how the Rapid is thoughtfully built for all that
BestMediaInfo Bureau | Delhi | February 10, 2012
Skoda Auto India yesterday launched its latest ad campaign for the Skoda Rapid titled âBig Fat Indian Weddingâ. Encapsulating Skodaâs proposition of âBeing Thoughtfulâ, the TVC creatively blends the needs of an Indian family with the Rapidâs âSimply Cleverâ solutions.
âAt 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 arrive at the positioning âBuilt to be Thoughtfulâ. We used the backdrop of an Indian wedding for the campaign to demonstrate the emotional connect between a family and a car. The Skoda Rapid embodies that sentiment with its âSimply Cleverâ solutions and product values. Since a wedding for an Indian family is valuable, emotional and a grand occasion, it is a perfect fit to partake in the celebrations with the Skoda Rapid, Family Car of the year 2011,â said Thomas Kuehl, Brand Head, Skoda Auto India and Member of the Board - Sales & Marketing.
The campaign revolves around the typical Indian wedding, replete with all its flair and flamboyance. The TVC opens with the scene of a palatial Indian house that has workers running through the impending wedding preparations. It continues into the different stages in the run-up to the, with the Skoda Rapid playing an integral role in all the different situations â ferrying flowers, driving the girls (wearing mehndi) comfortably, picking up relatives and guests for the ceremonies, etc. On each occasion, Rapid meets the demands of exhilarating Indian wedding, thereby making life comfortable for the family. The film concludes with an emotional moment which is symbolic of a new bride and groom meeting and is typical of an Indian wedding.
Ramanuj Shastry, Chief Creative Officer â Saatchi & Saatchi, said, âTo dramatise the 'thoughtfulness' of Skoda Rapid, we chose the big, fat Indian wedding, a torture test for any car. It's the only time where not just the badge value of the car, but its workhorse-like qualities also matter. A car for the Indian wedding has to be spacious, comfortable, dependable and economical. Director Sam Ahmad has created a delightfulÂ 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 andÂ and establish Skoda Rapid as the car of choice in the entry-level sedan category.â
The Rapid has been created keeping in mind Indian customer and marks Skodaâs entry in the extremely important âCâ segment. It is a comfortable car for the family with an elegant design, ensuring an efficient drive.
Client: Skoda Auto India
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Ramanuj Shastry
Creative Director: Rakesh Pandit
Business Head: Bhairavi Naik
Director: Sam Ahmad
Production house: Fingerprints Films
Media agency: Mediacom
what is the name of the male & the female model in the ad?