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Skoda Rapid – ‘Driven by Excellence’

Conceptualised by BBH, Skoda Auto’s marquee product Rapid begins the year with a new TVC focusing on ‘Excellence’ and throwing the spotlight on the youth

BestMediaInfo Bureau | Delhi | February 12, 2013

Skoda Auto India yesterday launched its latest Skoda Rapid ad campaign titled ‘Driven by Excellence’. Infusing youthful spirit, the TVC highlights ‘Excellence’ as a triumph of substance and not just style. Skoda Rapid in the ad symbolises a young Indian’s mark for excellence; one that aspires for an edge and accomplishes it.

“When one looks at the Skoda Rapid, it creates instant affinity, and once driven, amazes with the way it relates to the owner. In our latest TVC, the 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 and 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 Skoda brand,” said Kamal Basu, Head – Marketing, Skoda Auto India.

The TVC captures interesting imagery with strong messaging. These moments are ordinary to every individual who has experienced it at some point of his or her life. This is how Skoda Rapid creates an emotional connect with its owner. Instances such as:

- Unkempt hostel rooms with a pile of hefty books – Teen jodi kapde……Aur chattis kitabien

- From playing guitar during free time to the struggle of achieving dreams – Sapne dekhne ki fursat... Aur unke peeche bhagne ka junoon”

- From dreaming of owning a SKODA Rapid to making an impression whilst driving in it – “Jinke pairon mein aaj chappal hai, woh kal desh ke pahiye banenge”

The concept elegantly blends Skoda Rapid’s amazing product attributes with the protagonist personality.

Speaking further on the concept, Partha Sinha, Managing Partner, BBH, said, “The Skoda 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.”

Making the Skoda Rapid more accessible to its customers, Skoda Finance has introduced an exciting limited period offer of Rs 8,999 EMI. The new EMI scheme gives customers a chance to fulfil their dream of upgrading to a spacious and premium sedan with the Rapid.

The scheme has been introduced in the Indian market by Skoda Finance, a brand of Volkswagen Finance, and will be available with immediate effect for a limited period only.

The TVC:

[youtube]http://www.youtube.com/watch?v=_p3XtVbu8oI[/youtube]

Credits:

Creative Agency: Bartle Bogle Hegarty (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

Info@BestMediaInfo.com

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