Publicis India goes for ‘pester power’ in campaign to launch new Skoda car

Publicis India has continued its strategy of telling a “human story” in its marketing for Skoda with TV ads depicting a young girl attempting to sell the benefits of a car to her dad.

The integrated campaign is for the launch of Skoda’s new Rapid Onyx

Skoda India head of marketing and product Tarun Jha said: “ŠKODA is a human brand and in all our communication, we try to bring a human story which our consumers can relate to better.”

Publicis Ambience COO Paritosh Srivastava said the campaign looked to exploit “pester power”.

“The biggest challenge was to do a pure product film in the tonality of brand ŠKODA,” he said. “Weaving a family story around the product features does the job nicely for us.

“The added benefit obviously is the pester power we appeal to that is playing increasingly an important role in big purchases in any home. We’re confident that in the clutter of festivals we will stand out with this communication.”


Client: ŠKODA Auto

Agency: Publicis Ambience

Brand: ŠKODA Auto

MD& CCO: Bobby Pawar

MD: Srija Chatterjee

COO: Paritosh Srivastava

Head of Creative: Ramakrishnan Hariharan

Creative Team: Nishant Jethi, Durgesh Singh, Avinash Jakhalekar,

Account Management: Nikhil Kumar, Punit Bhatt, Fouzia Bukhari

Account Planning: Abhinit Agarwal

Production House: Bow Chicka Wow Wow

Films: Jignesh Maru


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