Skoda Kodiaq gets an off-beat impactful TVC to grab attention of the Indian buyers

by V3Cars Team on Friday, Oct 20 2017

Czech auto maker Skoda recently launched its first full-sized 7-seater premium SUV, the Skoda Kodiaq in India priced at Rs. 34.49 lakhs. Now, the car maker is busy promoting the new SUV with new commercial campaign. However, while almost all vehicle advertisements involve showing-off the highlights of the model, Skoda Auto India chose a different way. The new Skoda Kodiaq TV Commercial is off-beat and revolves around how power can be both good and reckless, and how powerful can also be beautiful. Usually powerful and beautiful are not accompanying adjectives and are kind of conflicting. However, the Kodiaq ad shows that powerful can be beautiful, and that’s the way it should be.

The TV advertisement video has been created by Publicis India to promote the new Kodiaq in India and opens with the devastating visual of the Jallianwala Bagh massacre along the message “The power of authority can be ugly”. This is followed by showing a child playing in a park with a placard reading “Plot reserved for playground”, indicating that the power of authority can be beautiful. In this way, the video progresses with a series of visuals showing the opposing faces of power, money, courage and love. The ad culminates finally showing the Kodiaq accompanied by the message “Whatever your power, it should be beautiful”.

The whole idea of this unconventional advertisement is to convey that power and beauty can go hand in hand, and that’s what Kodiaq is all about. It is stylish, beautifully crafted to offering high aesthetic value, but at the same time it is a powerful SUV. However, the Skoda Kodiaq ad delivers a larger social message and encourages people to choose good over evil by using their powers responsibly.

While speaking on this advertisement, Tarun Jha, the marketing and product boss at Skoda Auto India, said that the work ‘beauty’ is an unusual word to describe SUVs, as they are associated with ‘power’. This conflicting idea led the company to decide on the idea that ‘Power should always be beautiful’ which intends to offer the deeper message to cultivate goodness in all of us and to use our powers responsibly and beautifully.

While automakers solely concentrate on flaunting their products, Skoda chose a very different route to invoke the goodness inside people with its impactful campaign.

The COO at Publicis Ambience Paritosh Srivastava said that the company has immense faith in the Skoda Kodiaq and is confident about its success in India as and in global markets. The video beautifully presents the elementary truth that the good and the evil co-exist everywhere, and it is up to us to choose between good and evil. This campaign will be launched across television, social media, print, outdoor, digital, and radio to reach out to the masses.

The new Skoda Kodiaq goes up against premium SUVs like the Toyota Fortuner and Ford Endeavour, which boast of brute force and immense toughness. With this thoughtful and smart campaign, Skoda is trying to establish that toughness and power are not always necessarily good, but if associated with beauty, they offer a great wholesome combination.

The Skoda Kodiaq is thus, presented as the marriage of beauty and power, and it should be able to grab the attention of the modern premium SUV buyers of India.