Mumbai, India – As ŠKODA AUTO India marks its 20th anniversary, the automotive brand has launched a new activation which creates one of the highest 3D projections in the country on the sheer rock-face of the Rohtang-La at 10,942 feet above sea level.
Titled ‘Conquering the Unconquerable’, the activation takes the concept of experiential marketing, and its installation establishes its stronghold in the country by literally establishing its presence on the mighty canvas of Rohtang-La. Through this, the automotive brand is creating a legacy in India that rests on 20 years of innovation by using mesmerizing art projected on a mountain face at an altitude that almost reaches the sky.
Zac Hollis, ŠKODA AUTO’s brand director, shared that they wanted to set a benchmark and push the boundaries to achieve something beyond imagination.
“Conquering the Unconquerable is a campaign that is an ode to the brand’s journey and potential. A tribute to ŠKODA being a fun, dynamic, creative, and passion-driven brand,” said Hollis.
Meanwhile, Tarun Jha, ŠKODA AUTO’s head of marketing, commented that the idea of ‘Conquering the unconquerable’ was to create history by taking on the mightiest and craft a story on achieving the unimaginable.
“With this campaign, we are truly conquering the unconquerable, alongside our partners, who have been a constant source of support and inspiration. We are confident that the beauty of this activation will touch hearts and minds across our consumer base,” said Jha.
The activation’s communications, strategy, and creatives were spearheaded by PHD Media India and Omnicom Media Group India’s content arm, OMG Content.
Monaz Todywalla, PHD Media’s chief executive officer, shared that the campaign is defined by superlative thought and augmented by superlative action that has been conceptualized on the back of the power of imagination.
“It’s a pleasure for Team PHD to be involved in achieving a feat of this magnitude; partnering with ŠKODA AUTO India to help them Make The Leap with innovation, and we’re excited to witness the response to the eminence of creativity in play at such an impressive scale,” said Todywalla.
Shailja Saraswati, OMG’s chief content officer, believes that great concepts spark great content, and when those concepts are translated into reality, they know that there is potential for true impact.
“It has been an incomparable experience working on this unique activation, and we are certain that together as partners we have all conquered the unconquerable in more ways than one,” said Saraswati.