Skoda Rapid sedan ad campaign connects with an Indian wedding (Video)
The new Skoda Rapid advertisement projects the car as ideal for use during the current wedding season prevalent across India. The film shows the various ways in which the car can be utilized for the wedding season and is aptly titled Big Fat Indian Wedding.
TVC has wedded together the wedding season and Skoda Rapid to showcase the car more than just a product and being built against the backdrop of an exclusive family car. Family values and wedding celebrations are of prime importance in the Indian culture and the company has it is just these two aspects that the company has stressed on when revealing this advertisement.
Mr. Thomas Kuehl, Brand Head of Skoda Auto India and member of the Board for Sales and Marketing said that Skoda Rapid was declared Family Car of the Year in 2011. The company was taking this award further by bringing out the advertisement with a wedding theme to demonstrate the connection between an Indian family, a wedding and a car.
ŠKODA launches the new Rapid Ad Campaign
> The ŠKODA Rapid campaign is based on thoughtful solutions for different needs during
the Indian wedding
> The film depicts different requirements of a car during the wedding and elaborates how
the Rapid is thoughtfully built for each occasion
Mumbai, 9th February, 2012: ŠKODA Auto India, a fully owned subsidiary of ŠKODA Auto a.s. Czech Republic, today launched its latest ŠKODA Rapid Ad Campaign titled ‘Big Fat Indian Wedding’. Encapsulating ŠKODA’s proposition of ‘Being Thoughtful’, the new TVC creatively blends the needs of great Indian family with ŠKODA Rapid’s Simply Clever solutions.
“At ŠKODA 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 arrived at the positioning ‘Built to be Thoughtful’. We used the backdrop of Indian wedding in our campaign to demonstrate the emotional connect between a family and a car. The ŠKODA Rapid embodies that sentiment with its Simply Clever solutions and product values at various occasions during the wedding. Since a wedding for an Indian family is valuable, emotional & a grand occasion, it is a perfect fit to partake in the celebrations with the ŠKODA Rapid – Family Car of the year 2011” says, Mr. Thomas Kuehl, Brand Head, ŠKODA Auto India & 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 wedding ceremony, with the ŠKODA Rapid playing an integral role in all the diverse situations – from ferrying the flowers to the venue, driving the girls (wearing mehndi) comfortably, picking up relatives & guests for the ceremonies etc. At 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 & groom meeting and is typical of an Indian wedding.
Ramanuj Shastry, Chief Creative Officer – Saatchi & Saatchi says, “To dramatise the ‘thoughtfulness’ of ŠKODA Rapid, we chose the big, fat Indian wedding, the torture test for any car. It’s the only time where not just the badge value of the car, but its work horse like qualities also matter. A car for the Indian wedding has to be spacious, comfortable, dependable and economical. Director Sam Ahmad has created a delightful 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 and and establish Skoda Rapid as the car of choice in the entry level sedan category.”
The Rapid has been created keeping in mind the Indian customer and marks ŠKODA’s entry in the extremely important C segment. It is a comfortable car for the family with an elegant design, ensuring an efficient drive.