Mumbai: Škoda Auto India, in collaboration with ‘Team Drive’ at Publicis Groupe India, has unveiled a new integrated campaign titled ‘Fans, Not Owners’, commemorating 25 years of the brand’s journey in India.
‘Team Drive’ is a bespoke ‘Power of One’ unit by Publicis Groupe India, creatively led by BBH India, set up exclusively for Škoda Auto India.
Rooted in the belief that admiration can lead to action, the campaign bridges the gap between desire and decision, celebrating Škoda owners as passionate fans while inspiring admirers to take the leap into ownership.
Ashish Gupta, Brand Director Škoda Auto India, shared, “At Škoda Auto India, we’ve always believed that our customers are more than just owners. They’re passionate fans who truly live the brand. As we celebrate 25 incredible years in India, it’s this deep emotional connection that powers us forward. Our new campaign, ‘Fans, Not Owners’, is not just a celebration of our journey, but a reflection of the passion our fans bring to the brand, alongside the relentless commitment of our team and the strength of our dealer partners.”
At the heart of the 360-degree campaign is ‘Doda’, a heartwarming film that captures the pure, childlike love a young fan has for her Škoda. Another playful film, showcasing the unshakable pride and imagination of young Škoda fans, is slated for release soon. Told through the eyes of children, both films highlight decades of adoration while weaving Škoda’s features into playful storytelling beyond technical specifications.
The campaign’s digital leg, the ‘Doda Takeover’, saw Maya—the child protagonist from the Doda film—take over Škoda India’s Instagram handle, engaging audiences and building intrigue. On-ground, dealerships in Mumbai also joined the celebration by temporarily replacing the Škoda logo with ‘Doda’, making the campaign an immersive brand experience.
Paritosh Srivastava, CEO, Saatchi & Saatchi India, BBH India and Saatchi Propagate said, “Škoda’s 25 years in India is a huge milestone, and being part of this journey for a decade makes the celebration even more special for us. Our partnership has always been about building brand love, earning trust, and taking Škoda to more people across the country. The ‘Fans Not Owners’ campaign is a step forward in that direction, and we are excited to continue building on this legacy while supporting Škoda in realising its future ambitions.”
Parikshit Bhattaccharya, Chief Creative Officer, BBH India, added, “Škoda was never “just a car”. It was always an emotion. With the ‘Fans, Not Owners’ campaign, we’ve tapped into the love and passion of fans. The campaign celebrates 25 years of adoration and loyalty in a way that’s real and heartfelt. These are exciting times for the brand and for all of us who get to be a part of this incredible celebration.”
