MUMBAI: Skoda Auto India has launched a new ad campaign for Skoda Rapid.

Titled ‘Big Fat Indian Wedding’, the campaign encapsulated the proposition of ‘Being Thoughtful’.

Revolving around the Indian wedding, the campaign has been conceptualised by Saatchi & Saatchi. The media agency working on the account is Mediacom.

Skoda Auto India and member of the board – sales and marketing brand head Thomas Kuehl said, “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 Skoda 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 and a grand occasion, it is a perfect fit to partake in the celebrations with the Skoda Rapid – Family Car of the year 2011.”

Skoda Rapid is fighting in the entry level sedan segment. Director Sam Ahmad has created a film that underlines the fact that the Skoda Rapid is as "sensible" as it is "stylish".

Saatchi & Saatchi chief creative officer Ramanuj Shastry said, “To dramatise the ‘thoughtfulness‘ of Skoda 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."