Mumbai: Škoda Auto India, in collaboration with BBH India, has unveiled ‘Mind Drive’, a pioneering hypnosis experience that allows fans to feel the thrill of the Škoda Octavia RS without actually driving it. The initiative is part of the brand’s ongoing ‘Heartbreak’ campaign, designed to deepen the emotional connection enthusiasts share with the iconic Octavia RS.
‘Mind Drive’ was inspired by a moment of collective disappointment when the Octavia RS sold out within just 20 minutes of its launch. To transform that absence into an opportunity, Škoda and BBH India invited fans to experience a guided hypnosis session, letting them imagine the roar of the engine, the surge of acceleration, and the rhythm of the road.
Speaking on 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.”
‘Mind Drive’ follows other category-first innovations in the ‘Heartbreak’ campaign, including the Octavia RS Non-Owner’s Manual and Driver’s Seat Perfume, all created to keep the RS spirit alive for those who never had the chance to own or drive the vehicle.
