Skoda Auto India marks 25 years with ‘Fans Not Owners’ campaign in collaboration with Publicis Groupe’s Team Drive.Skoda Auto India, in collaboration with ‘Team Drive’ at Publicis Groupe India has launched a new integrated campaign, ‘Fans Not Owners’, marking the brand’s 25-year journey in India.
Creatively led by BBH India, ‘Team Drive’ is Publicis Groupe India’s bespoke ‘Power of One’ unit created especially for Skoda Auto India.
Rooted in the belief that admiration can lead to action, the campaign bridges the gap between desire and decision, while highlighting the ease and value of owning a Skoda. It spotlights Skoda owners, who are fans of the brand, and encourages countless admirers, currently non-owners, to take the leap to buy one.
The campaign weaves car features into playful storytelling, moving beyond the conventional showcase of specs. It celebrates decades of fan love, told through the eyes of children who see magic in the machines that move their world.
At the heart of this integrated campaign is ‘Doda’, a film that celebrates the pure, irrational love a young fan has for her Skoda. Additionally, another brand film that playfully captures the unshakeable pride and imagination of young Skoda fans will be released soon. Both the films are told through the boundless imagination of children.
As a prelude to the films, a ‘Doda Takeover’ social media campaign saw Maya, the child protagonist from the Doda film, take over Skoda India’s Instagram handle to engage audiences and build intrigue.
The campaign even inspired dealerships to join in. At a few dealerships in Mumbai, the Skoda logo was swapped for ‘Doda.’
This 360-degree campaign celebrates Skoda’s legacy in India by capturing the love passed down through generations. It provides a sneak peek into Skoda’s renowned European engineering, safety, and build quality and reassures consumers that Skoda cars are not just aspirational, but also practical, reliable and perfect for modern lifestyles. Thus, encouraging fans to take the leap to ownership.
Ashish Gupta, brand director Skoda Auto India, shared, “At Skoda 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.”
Paritosh Srivastava, chief executive officer, Saatchi & Saatchi India, BBH India and Saatchi Propagate said, “Our partnership has always been about building brand love, earning trust, and taking Skoda 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 Skoda in realising its future ambitions.”
Parikshit Bhattaccharya, chief creative officer, BBH India added, “Skoda 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.”
