BBH India Reimagines Škoda’s Story After a Decade-Long Partnership

Celebrating 25 Years of Škoda in India

Škoda Auto India is marking its 25th anniversary with a new integrated campaign that brings together nostalgia, creativity, and brand love in a fresh narrative. The campaign, conceptualised by Team Drive Publicis Groupe India’s bespoke unit for Škoda under the creative leadership of BBH India  is titled Fans, Not Owners.

Rather than focusing on legacy or sentimentality, the campaign takes a contemporary and emotional approach. It revolves around Doda, a heartwarming short film about a little girl who affectionately mispronounces her parents’ Škoda car’s name. Through her innocent lens, the film celebrates the emotional connection families have with their cars — not as machines, but as cherished companions.

A Decade of Creative Partnership

For Paritosh Srivastava, CEO of Saatchi & Saatchi India, BBH India, and Saatchi Propagate, the campaign is the culmination of a decade-long creative partnership that has evolved into something far deeper.

“What began as a traditional creative mandate has now grown into an integrated partnership that spans creative, digital, social, and performance marketing,” says Srivastava. “The relationship has matured into a model of co-creation where both sides contribute in real time, constantly shaping and refining the work.”

Since 2012, when BBH took over as Škoda India’s agency, the collaboration has produced several memorable campaigns. Fans, Not Owners now takes that bond forward, focusing on the emotional truth that Škoda customers often remain loyal for years upgrading within the brand, not away from it.

Building a Campaign That Looks Ahead, Not Back

Most anniversary campaigns look back, filled with nostalgia and flashbacks. BBH India, however, took a different route. “We wanted to avoid making it about legacy,” says Srivastava. “Instead, we wanted to celebrate the affection and imagination that people, especially young fans, associate with Škoda.”

This vision comes to life through children’s eyes, a symbolic nod to the future. The film’s playful tone, bright visuals, and childlike curiosity remind audiences that while 25 years is a milestone, Škoda’s story is still unfolding.

In a clever pre-launch move, Škoda replaced its dealership signage in Mumbai with Doda, teasing audiences before the film’s release and sparking curiosity online. On social media, the child protagonist even took over Škoda India’s Instagram handle, turning the campaign into a multi-platform conversation starter.

Integrating Creativity, Technology, and Collaboration

The Fans, Not Owners platform is also a reflection of how modern agencies function today breaking silos between creativity and technology. Team Drive’s integrated structure within Publicis Groupe enables BBH to work seamlessly across touchpoints, combining strategy, media, data, and storytelling into a single workflow.

“We are not just executing campaigns anymore,” Srivastava explains. “We are creating a connected ecosystem where creativity meets measurable impact.”

The campaign’s rollout spans digital, outdoor, and retail activations, setting the tone for Škoda’s upcoming product launches, including the performance-focused Octavia RS.

The Future of Creativity in the AI Era

Srivastava acknowledges that the advertising world is transforming rapidly. “AI, data, and automation are no longer buzzwords; they are part of our daily workflow. The tools keep changing, but the principles of creativity and empathy remain constant,” he says.

He adds that this evolution has also changed hiring priorities. “We now look for multi-skilled people who can write, shoot, edit, and collaborate with AI. Someone who can think creatively and act technically is the new definition of talent.”

A Partnership That Grows With the Brand

As Škoda navigates India’s competitive automobile market with renewed ambition, BBH’s role has grown from being just a creative agency to a collaborative growth partner.

“The idea of Fans, Not Owners perfectly represents the emotion behind the Škoda brand,” Srivastava concludes. “It’s not just about selling cars. It’s about building belonging, pride, and a sense of fandom that lasts far beyond ownership.”

For Škoda, this milestone campaign celebrates not just 25 years of presence, but 25 years of passion, a journey redefined by creativity, collaboration, and the people who love the brand enough to call themselves fans.

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