A Part of the ‘Heartbreak’ campaign, ‘Mind Drive’ transforms the thrill of the Škoda Octavia RS into an immersive experience
Škoda Auto India, in partnership with BBH India, has unveiled ‘Mind Drive’, a first-of-its-kind hypnosis experience that lets fans feel the thrill of the Škoda Octavia RS without actually driving one. An extension of the ‘Heartbreak’ campaign, ‘Mind Drive’ deepens the emotional connection fans share with the Octavia RS by transforming imagination into experience.
‘Mind Drive’ was conceived from a moment of collective heartbreak when Škoda enthusiasts missed out on reserving the Octavia RS, which sold out within just 20 minutes of its launch. Transforming that absence into an opportunity, Škoda Auto India and BBH India invited fans to participate in a hypnosis activity that allowed them to imagine the thrill of driving the Octavia RS.
Designed in collaboration with hypnotherapist Danish Sheikh, ‘Mind Drive’ took participants on an immersive, multi-sensory journey. Through guided hypnosis, they hear the Octavia RS roar to life, feel the surge of acceleration, and sense the rhythm of the road, all in their imagination, resulting in a deeply emotional experience that blurs the boundaries between longing and reality.
Speaking about the campaign, Ashish Gupta, Brand Director, Škoda Auto India, said, “The Octavia RS has always been an iconic nameplate for us, one that has created a special cult of enthusiasts over the years. The overwhelming response to its return once again demonstrated the strength of this fandom and the emotional bond they share with the RS. With ‘Mind Drive’, we wanted to recognise that passion and offer fans a unique way to experience the RS spirit, even without being behind the wheel. At Škoda, we remain committed to creating thoughtful, engaging, and innovative experiences that strengthen our connection with the community, and ‘Mind Drive’ is a natural extension of that approach, celebrating the enduring love and passion the Octavia RS continues to inspire.”
Parikshit Bhattaccharya, Chief Creative Officer, BBH India, added, “Škoda has earned tremendous brand love in India, and our ‘Heartbreak’ campaign for the Octavia RS unlocked a new dimension of engagement. With ‘Mind Drive,’ we bring the Octavia RS experience to countless enthusiasts who couldn’t secure a test drive, let alone a booking. Experiences are the future, and with ‘Heartbreak’ that integrates storytelling with sensory engagement, we believe we’ve set a new benchmark for emotional and experiential brand storytelling.”
Set within the broader ‘Heartbreak’ narrative, ‘Mind Drive’ follows category-first innovations, including the Octavia RS Non-Owner’s Manual and Driver’s Seat Perfume, each crafted to keep the spirit alive for those who never had the chance to own or drive the Škoda Octavia RS.