Škoda Auto India and BBH India have launched ‘For the Restless’, an integrated campaign for the new Kylaq Sportline, positioning the SUV around a generation that refuses to follow the usual route.
The campaign comes as the Kylaq crosses 75,000 units sold since launch, becoming an important part of Škoda Auto India’s growth story and contributing to the brand’s best-ever sales performance in its 25th year in India.
At the centre of the campaign is a high-energy film built around the idea of restlessness. It opens with the rhythmic tapping of a foot, capturing the impatience and anticipation of a generation eager to move, before the sound transitions into the tap of the Kylaq Sportline’s accelerator pedal.
“The Kylaq has quickly established itself as an important part of Škoda Auto India’s growth story, while also bringing the brand to a wider set of customers. With the new Sportline, we are adding a more dynamic and expressive dimension to the Kylaq range, giving customers another way to experience its distinctive character. ‘For the Restless’ captures this attitude through a simple yet powerful idea, reflecting the ambition and individuality of a new generation of SUV buyers. It is another step in making Škoda more relevant, more differentiated and closer to the evolving aspirations of customers in India,” said Ashish Gupta, Brand Director, Škoda Auto India.
Parikshit Bhattaccharya, Chief Creative Officer, BBH India and Propagate India, added, “Kylaq Sportline has a much revered, spirited drive. The thrill of being behind the wheel of one is the perfect answer to the restlessness inside young people. The film captures that thrill. Set to Meba’s inimitable Khasi rap, the film makes us feel the restlessness.”
Currently live across digital, ‘For the Restless’ will also extend across television, print and outdoor. The integrated campaign aims to build visibility for the Kylaq Sportline while highlighting its sportier character to a new generation of SUV buyers.
