Škoda Auto India has partnered with BBH India to introduce ‘For the Restless’, a new campaign supporting the launch of the Kylaq Sportline, the latest variant to join the Kylaq family.
The campaign builds on the growing presence of the Kylaq in Škoda Auto India’s portfolio. The company said the SUV has crossed 75,000 units in sales since its launch, making it an important contributor to the brand’s growth and its strongest-ever sales performance during its 25th year in the Indian market.
At the centre of the campaign is a film built around the idea of restlessness and the desire to choose a path beyond the conventional. It opens with the repeated tapping of a foot, gradually creating a sense of anticipation before the sound transitions into the pressing of the Kylaq Sportline’s accelerator pedal.
The creative concept uses this transition to link a familiar expression of impatience with the driving experience of the new SUV. The campaign positions the Kylaq Sportline as a vehicle for consumers who want a more expressive and dynamic take on their everyday driving.
Ashish Gupta, Brand Director, Škoda Auto India, said the Kylaq has become an important element of the company’s growth while helping the brand reach a broader customer base. He added that the Sportline introduces a more dynamic character to the range and gives customers another way to experience the model.
Gupta said the ‘For the Restless’ idea was developed to reflect the ambition and individuality associated with a new generation of SUV buyers, while supporting Škoda’s efforts to build greater relevance and differentiation in the Indian market.
Parikshit Bhattaccharya, Chief Creative Officer, BBH India and Propagate India, said the driving experience of the Kylaq Sportline provided the foundation for the campaign’s central theme. He added that the film seeks to translate the excitement of driving the vehicle into a portrayal of youthful restlessness.
The campaign’s film features Khasi rap by Meba, adding a distinct musical identity to the creative. The combination of the visual narrative and music is intended to reinforce the energetic tone of the campaign.
‘For the Restless’ is currently running across digital platforms and is being extended to television, print and outdoor media. Through the integrated campaign, Škoda Auto India aims to build awareness around the Kylaq Sportline and present its sportier positioning to contemporary SUV buyers across multiple consumer touchpoints.
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