Skoda Auto India, in collaboration with BBH India, has rolled out a campaign titled ‘Heartbreak’ to mark the return of the iconic Skoda Octavia RS (Rally Sport). Introduced as part of the company’s 25-year celebrations in India, only 100 units of the Octavia RS were made available, all of which were reserved within 20 minutes of going live on Škoda Auto India’s official website.
The ‘Heartbreak’ campaign centres on a brand film that captures the rush and emotion associated with the high-performance Octavia RS. Designed to showcase the car’s rally heritage and aspirational appeal, the film evokes the passion and FOMO that surround the model’s limited release.
To extend engagement beyond the film, Skoda Auto India has also launched an interactive microsite in collaboration with BBH India: The site features a tongue-in-cheek ‘Non-Owner’s Manual’, a playful take on a car owner’s guide, designed to help enthusiasts cope with the heartbreak of missing out on the RS.
Adding another creative layer, the campaign also introduces ‘Driver’s Seat’, a special body perfume inspired by the spirit of the Octavia RS. The perfume aims to give fans a sensory connection to the car’s energy, even without being behind the wheel.
The ‘Heartbreak’ campaign is live across digital, social media, ambient, and out-of-home platforms, reinforcing Skoda Auto India’s focus on connecting emotionally with its fan base and celebrating the Octavia RS legacy.
Ashish Gupta, Brand Director, Skoda Auto India, said, “Skoda as a brand inspires emotion, excitement, and a sense of belonging among driving enthusiasts. With the Octavia RS, that connection only grows stronger. The ‘Heartbreak’ campaign is our way of celebrating this passion, not just with those who managed to own one, but also with countless fans who have kept the RS spirit alive over the years. It’s a reminder that true performance isn’t just felt on the road, it’s something that stays with you.”
Parikshit Bhattaccharya, Chief Creative Officer, BBH India, added, “What do you do when you have 100 cars and a million diehard fans? You design an ecosystem of ideas to help fans get over the heartbreak. Like a coping mechanism delivered with tongue firmly in cheek. Octavia RS has a fanatical following around the world including in India, and it deserved a launch that would last far longer than the 24 minutes it took for the car to be booked out. Every idea in the campaign has been plotted meticulously to create a memorable fan experience.”
