The campaign features a brand film, interactive microsite, a quirky ‘Non-Owner’s Manual’ and a one-of-its-kind ‘Drivers Seat’ perfume
Škoda Auto India, in partnership with BBH India, has launched a unique campaign titled ‘Heartbreak’, to celebrate the launch of the iconic Škoda Octavia RS (Rally Sport). With only 100 units up for reservation as part of Škoda’s 25-year celebrations in India, the Octavia RS sold out within 20 minutes of going live on Škoda Auto India’s website.
At the heart of the campaign is a brand film that captures the thrill of the rally-bred performance machine. It brings alive the spirit and performance of the Octavia RS, creating a strong sense of aspiration and FOMO among enthusiasts and fans alike.
Extending the experience beyond the film, Škoda Auto India has introduced an interactive microsite, created in collaboration with BBH India: https://octaviaheartbreak.skoda-auto.co.in, where fans can engage with the brand in interesting ways. The site features a ‘Non-Owner’s Manual’, a playful take on the traditional car manual that helps fans navigate the heartbreak of not owning the Octavia RS.
Adding another creative twist, the campaign also introduces ‘Driver’s Seat’, a special body perfume inspired by the essence of the Octavia RS, allowing fans to experience the spirit of the car, even without sitting behind the wheel.
Speaking about the campaign, Ashish Gupta, Brand Director, Škoda Auto India, said, “Škoda as a brand inspires emotion, excitement, and a sense of belonging among driving enthusiasts. With the Octavia RS, that connection only grows stronger. The ‘Heartbreak’ campaign is our way of celebrating this passion, not just with those who managed to own one, but also with countless fans who have kept the RS spirit alive over the years. It’s a reminder that true performance isn’t just felt on the road, it’s something that stays with you.”
Parikshit Bhattaccharya, Chief Creative Officer, BBH India, added, “What do you do when you have a 100 cars and a million diehard fans? You design an ecosystem of ideas to help fans get over the Heartbreak. Like a coping mechanism delivered with tongue firmly in cheek. Octavia RS has fanatical following around the world including in India and it deserved a launch that would last far far longer than the 24 mins it took for the car to be booked out. Every idea in the campaign has been plotted meticulously to create a memorable fan experience.”
Driving emotional engagement across touchpoints, Škoda Auto India’s ‘Heartbreak’ campaign is currently live across Digital, Social Media, Ambient and OOH.