The new Škoda Kushaq ad urges to choose what really matters

The integrated ad campaign has been conceptualised and executed by Publicis India.

Mumbai: Car brand Škoda Auto India has unveiled an integrated ad campaign to promote its new offering, Škoda Kushaq.

Conceptualised and executed by its creative partner Publicis India, the campaign highlights the unique advantages that come with the car and rides on the idea of how choosing what really matters makes a difference in one’s life.

The campaign is built on the core proposition of ‘Choose What Really Matters," which is a part of the auto brand’s overarching philosophy of ‘We Make What Matters." It depicts how one always has choices and what one chooses determines the kind of memories and life they make. The SUV in the film is presented as a facilitator of those choices- a companion that helps people accomplish their desires which they will go on to cherish.

“The intent of the campaign is to move away from the usual hyperbole that dominates most of the communications in the category and focus on simple and human truths," said Škoda Auto India head of marketing Tarun Jha. "The Škoda Kushaq is a consummate and confident SUV, which lends itself to an authentic and credible positioning. The campaign aims to capture this simplicity.”

The ad film begins with the protagonists enjoying all the things that matter to them, whether it is the simple joys of going shopping or watching a film or watching a sunset with a close one or just going on a long drive. It then goes on to underline that whatever the experience, one remembers only those things that really matter to us. The ad signs off on the message that what we remember depends on what we choose today.

“It’s only when we see through the lens of retrospection that we’re glad about some of our decisions and not so glad about some. And in terms of communication, we were really excited about this insight. And what we have tried through this communication, is to encourage people to make the right choice today and have lesser regrets tomorrow,” affirmed Publicis India national creative director Vikash Chemjong.

“On that note, I so wish I hadn’t bought a car a few months before the fabulous Kushaq was launched. Otherwise, I would have had the privilege of not only working on it but also driving to work in it,” he added.

The campaign is being pushed across all essential mediums, including television, print, outdoor, radio, digital, social media and will run through the oncoming festival season in India.

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