Skoda Auto India, in collaboration with BBH India, has launched its latest integrated campaign, ‘Easy to Love’, for the new Škoda Kushaq blending cinematic nostalgia with modern storytelling to strengthen its appeal in India’s competitive SUV market.
Drawing inspiration from the iconic Bollywood film Dilwale Dulhania Le Jayenge, the campaign uses romance, humour and familiarity to transform the car’s functional strengths into an emotional narrative.
The campaign marks a shift from feature-led communication to emotion-driven storytelling. While the teaser and feature reveal film aired during the ICC Men’s T20 Cricket World Cup focused on specifications, the main film builds a deeper connection by positioning the Kushaq as an aspirational yet relatable choice.
Set in everyday urban scenarios, the film follows three characters, a corporate professional, a young woman and a family man who unexpectedly slip into dreamy mustard field sequences reminiscent of classic Bollywood romance upon encountering the car. Each fantasy moment is playfully interrupted, revealing the Kushaq as the trigger behind these whimsical daydreams.
The narrative culminates with sweeping visuals of the SUV driving through mustard fields, seamlessly blending cinematic fantasy with product highlights.
The campaign is being rolled out across television, digital and social media, print, cinema, out-of-home (OOH), and radio ensuring widespread visibility. It will also extend into a social-first micro-drama series, along with brand collaborations and content-led activations aimed at sustaining engagement over time.
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“With the new Škoda Kushaq, we are taking a decisive step forward in strengthening our position in India’s highly competitive SUV segment. The product builds on our core strengths of safety, quality and driving dynamics, while democratising premium features and technology for a wider set of customers. With ‘Easy to Love’, we brought this proposition to life through a culturally relevant and emotionally engaging narrative that resonates with Indian audiences. By blending nostalgia with contemporary storytelling, the campaign has reinforced the Kushaq as an aspirational yet accessible choice, while further deepening our connection with customers across the country,” said Ashish Gupta, Brand Director, Škoda Auto India.
Parikshit Bhattaccharya, Chief Creative Officer, BBH India and Propagate India, added, “With ‘Easy to Love’, we tapped into a cultural memory that instantly signals romance and nostalgia. By blending humour with cinematic storytelling, we wanted to show how effortlessly people can fall for the car. The juxtaposition of everyday urban moments with larger-than-life fantasy sequences helps dramatise just how irresistible the new Škoda Kushaq can be.”
