Many will argue that much of what is wrong with the world today is because of man’s insatiable hunger for power. Power, when wielded in the hands of the just and the kind, can be a beautiful thing. But when the same ends up in the hands of the unworthy can wreak havoc. This is exactly the thought that Publicis India is trying to bring forth through their new communication for Skoda Kodiaq.
In a category where communication is heavily focused on features and rational benefits, Skoda through the Kodiaq launch campaign aims to tap into a relevant socio-cultural tension to create a meaningful and impactful brand narrative that transcends boundaries. The campaign intends to spark a constructive conversation with a strong point of view on the usage of power in our society.
The ad film juxtaposes the different faces of power – one good, the other bad. It brings to attention how authority, money, mob, courage and love can all do good in the world and also how they can bring about devastation in the world. The ad film ends with the thought that whatever one’s power, it should be beautiful and should be used to make the world a more beautiful place.
Commenting on the idea behind the campaign, Tarun Jha, Head of Marketing and Product, Skoda Auto India Pvt Ltd, said, “The Škoda Kodiaq is a beautiful car. The word ‘beauty’ is not usually associated with SUVs, which tend to be associated more with ‘power’. This conflict led us to the proposition that ‘power should always be beautiful’ and culminated in a larger message that appeals to the goodness in all of us to use our powers beautifully.”
Adding his thoughts on the creative idea behind the film, Bobby Pawar, Managing Director and CCO, South Asia, Publicis India said, “Skoda Kodiaq as an offering clearly stands out with a host of features that are best-in-class and it was only befitting that we complement it with a creative idea that was also a level up. With the current trends and the way world is moving ahead, it’s important that we associate with good side of power. The film captures stunning visuals of situations prevalent in society and beautifully asks viewers to take a stand. We’re excited with the final outcome and look forward to the campaign striking a strong chord with the viewers.”
The campaign will be launched extensively across the offline and online platforms and will tap the mediums of print, outdoor, digital, radio and BTL activations for wider reach and popularity.
Brand: Skoda Kodiaq
Agency: Publicis India
MD/CCO: Bobby Pawar
Chief Strategy Officer and Managing Partner: Sudeep Gohil
MD: Srija Chatterjee
COO: Paritosh Srivastava
Creative Head/Copywriter: Jigar Fernandes
Account Management: Atin Wahal, Punit Bhatt, Meghna Kallat
Account Planning: Abhinit Agarwal, Ankul Singh
Films Head: Jignesh Maru
Production House: Prodigious
Director: Lloyd Baptista