Škoda Auto India and BBH India have launched ‘For the Restless’, an integrated campaign for the new Kylaq Sportline, the latest addition to the automaker’s Kylaq range.
The campaign builds its narrative around a generation that is unwilling to follow the conventional path and instead wants to carve out its own. The launch comes as the Kylaq continues to play a significant role in Škoda Auto India’s growth, with the SUV having crossed 75,000 units in sales since its launch.
At the centre of the campaign is a high-energy film that uses restlessness as the creative device for introducing the Kylaq Sportline.
The film begins with the rhythmic tapping of a foot, building a sense of anticipation and impatience. The sound then transitions into the tap of the Kylaq Sportline’s accelerator pedal, connecting the feeling of restlessness with the experience of driving the new variant.
The film uses this shift to portray the Kylaq Sportline as an outlet for a generation that wants to move rather than wait.
The campaign also uses music to reinforce its central idea. The film is set to Khasi rap by Meba, bringing a distinct regional sound to the narrative while complementing the film’s high-energy treatment.
Speaking about the campaign, Ashish Gupta, Brand Director, Škoda Auto India, said, “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.”
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.”
‘For the Restless’ is currently live across digital platforms and will extend across traditional media.’
