Mumbai: Škoda Auto India, in partnership with BBH India, has unveiled its latest integrated campaign, ‘Easy to Love’, to promote the new Škoda Kushaq, combining nostalgia-driven storytelling with a focus on the SUV’s core features and appeal.
Inspired by the iconic Bollywood film Dilwale Dulhania Le Jayenge, the campaign leverages humour and cinematic elements to create an emotional narrative around the vehicle. It follows an earlier teaser and feature reveal film that aired during the ICC Men’s T20 Cricket World Cup, marking a phased rollout strategy across high-impact media moments.
The main film transitions from showcasing product features to building a deeper emotional connection, positioning the Kushaq as an aspirational yet accessible SUV for modern Indian consumers. Set in everyday urban environments, the narrative features multiple characters who are transported into dreamlike, romantic sequences inspired by the classic film, before returning to reality—highlighting the car as the catalyst behind these moments.
Speaking about the campaign, Ashish Gupta, Brand Director, Škoda Auto India, said, “With the new Škoda Kushaq, we are taking a decisive step forward in strengthening our position in India’s highly competitive SUV segment. The product builds on our core strengths of safety, quality and driving dynamics, while democratising premium features and technology for a wider set of customers. With ‘Easy to Love’, we brought this proposition to life through a culturally relevant and emotionally engaging narrative that resonates with Indian audiences. By blending nostalgia with contemporary storytelling, the campaign has reinforced the Kushaq as an aspirational yet accessible choice, while further deepening our connection with customers across the country.”
Parikshit Bhattaccharya, Chief Creative Officer, BBH India and Propagate India, added, “With ‘Easy to Love’, we tapped into a cultural memory that instantly signals romance and nostalgia. By blending humour with cinematic storytelling, we wanted to show how effortlessly people can fall for the car. The juxtaposition of everyday urban moments with larger-than-life fantasy sequences helps dramatise just how irresistible the new Škoda Kushaq can be.”
The 360-degree campaign is currently live across television, digital and social platforms, print, cinema, out-of-home (OOH), and radio. It will further extend into a social-first micro-drama series and a series of brand collaborations and content initiatives aimed at sustaining engagement and enhancing cultural relevance over time.
