Mumbai - The new commercial created by Saatchi & Saatchi India for Skoda Rapid positions the car as the ‘thoughtful' car for thoughtful people.
Says Nisha Singhania, GM Saatchi & Saatchi, "All cars in the crowded entry level sedan segment focus on status and arrival in their communication - they usually depict the arrival in the eyes of others through outward representation. Our consumer research threw up a mind-set that has not been tapped yet, that of a person for whom success is very inner driven.
She goes on, "For this person success is only meaningful when acknowledged by his own. The car is much more than a personal possession or statement for him. It is a vehicle that the entire family can enjoy. This understanding led to positioning the new Skoda Rapid as the thoughtful car for the thoughtful person."
Adds Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, "To dramatise the 'thoughtfulness' of Skoda Rapid, we chose the big, fat Indian wedding, the torture test for any car. It's the only time where not just the badge value of the car, but its work-horse like qualities also matter. A car for the Indian wedding has to be spacious, comfortable, dependable and economical.
"Director Sam Ahmad has created a delightful film which underlines the fact that the Skoda Rapid is as sensible as it is stylish. We firmly believe the film will be well received and will establish Skoda Rapid as the car of choice in the entry level sedan category."
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