Škoda Auto India and BBH India have launched ‘For the Restless’, an integrated campaign for the new Kylaq Sportline, the latest addition to the automaker’s Kylaq range.
The campaign is built around a generation that refuses to follow conventional paths and instead chooses to create its own. At the centre of the campaign is a high-energy film that captures this restless spirit through a visual and auditory transition from a tapping foot to the accelerator pedal of the Kylaq Sportline.
The launch comes as the Kylaq continues to play an important role in Škoda Auto India’s growth. The SUV has crossed 75,000 units in sales since its launch and has contributed to the company’s sales performance during its 25th year in India.
According to Ashish Gupta, Brand Director, Škoda Auto India, the new Sportline adds a more dynamic and expressive dimension to the Kylaq portfolio. He said the campaign is designed to reflect the ambition and individuality of a new generation of SUV buyers while building greater relevance for the Škoda brand in India.
Parikshit Bhattaccharya, Chief Creative Officer, BBH India and Propagate India, said the spirited driving experience of the Kylaq Sportline provided the foundation for the campaign. The film uses Khasi rap artist Meba’s music to amplify the feeling of restlessness and energy at the heart of the idea.
Currently live across digital platforms, the campaign will also extend across television, print and outdoor media. The integrated rollout aims to build visibility for the new Kylaq Sportline while highlighting its sportier character and positioning it for contemporary SUV buyers.
The campaign film is now live across Škoda Auto India’s digital platforms.