Automotive brand Skoda Auto India created 3D projections on the rock-face of the Rohtang-La, at a staggering 10,942 feet above sea level, as part of its celebrations on its 20-year anniversary.
This was done as part of the brand’s ‘Conquering The Unconquerable’ campaign which has been created to showcase its journey and potential.
Driving awareness for Kushaq, the first made-in-India car by Skoda under the India 2.0 project, PHD Media India and Omnicom Media Group India’s content arm, OMG Content, have been spearheading communications and strategy and providing creative recommendations at every touchpoint of the campaign, with an overall content plan right from production to the marketing stage.
Planned over a period of 3 months, with 54,000 man-hours invested in bringing the campaign to life over 6 days with 12 projectors and 156 crew members – ‘Conquering The Unconquerable’ is a new take on the concept of experiential marketing.
Zac Hollis, Brand Director, Skoda Auto India, said, "Skoda's presence in India for the last two decades has been a fulfilling journey. At the significant milestone of its 20 years in India, we wanted to set a benchmark and push the boundaries to achieve something beyond imagination. 'Conquering the Unconquerable' is a campaign that is an ode to the brand's journey and potential. A tribute to Skoda being a fun, dynamic, creative and passion-driven brand."
Tarun Jha, Head of Marketing, Skoda Auto India, commented, "The idea of ‘Conquering the unconquerable’ was to create history by taking on the mightiest and craft a story on achieving the unimaginable. With this campaign, we are truly conquering the unconquerable, alongside our partners, who have been a constant source of support and inspiration. We are confident that the beauty of this activation will touch hearts and minds across our consumer base."
Monaz Todywalla, Chief Executive Officer, PHD Media India, said, “Defined by superlative thought and augmented by superlative action, Conquering the Unconquerable is a campaign that has been conceptualized on the back of the power of imagination. It’s a pleasure for Team PHD to be involved in achieving a feat of this magnitude; partnering with Skoda Auto India to help them Make The Leap with innovation, and we're excited to witness the response to the eminence of creativity in play at such an impressive scale.”
Chief Content Officer at OMG India, Shailja Saraswati, said, “We believe that great concepts spark great content, and when those concepts are translated into reality, we know that there is potential for true impact. It has been an incomparable experience working on this unique activation, and we are certain that together as partners we have all conquered the unconquerable in more ways than one!”
Sanjay Shukla, Chief Executive Officer of The Max, said, “It all just begins with a thought and what we set out to do was bordering on unthinkable. How do we create the most dynamic outdoor space anyone's ever seen before? Where do we find the space? This was the question that made us step out of an already opened box onto a different plane - the biggest canvas. The rocky mountains of the North presented us with an opportunity that we decided to pitch to Skoda - 3D projection mapping on a mountain face at Rohtang-la. Over 3 months of planning went into this mammoth task, but in the end, we achieved the unthinkable, we told the story of choosing what really matters on the greatest canvas available to us.”
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