I will admit it, Skoda Rapid holds a soft spot in my heart. What with its media drive being my career’s first. Emotions apart, we have always termed the new Skoda to be a capable car and also a cheaper and equally potent alternative to the Volkswagen Vento.
Now, the Czech automaker has launched a new ad campaign for the Rapid. It may be noted that the car is positioned in ever expanding and highly competitive mid sized segment and is very important to Skoda. The new advertisement tries to touch the Indian culture with the title of ‘Big Fat Indian Wedding’. The ad speaks about Skoda’s character of ‘Being Thoughtful’ and shows how Skoda cars are relevant to Indian needs.
“At 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 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, Thomas Kuehl, Brand Head, ŠKODA Auto India & Member of the Board – Sales & Marketing.
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.”
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