Lets Explore | Clapboard Ad Archive

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Let’s Explore - Škoda India | Clapboard Ad Archive

Škoda Auto India’s Let’s Explore campaign, launched in 2023 and conceived by Wunderman Thompson South Asia, signals a pivotal evolution in the brand’s identity for the automotive market, centering its new philosophy around the evocative call to Make every KM count. Building on the momentum of Škoda’s 2022 Vision 7S design study and the introduction of a refreshed logo, the campaign is strategically crafted for a modern Indian audience whose relationship with cars transcends utility, capturing both the deep-rooted traditions and the surging ambitions of new India. Rather than positioning the vehicle as a mere product or dramatizing functional superiority, the campaign reframes the odometer as a ledger of experiences, memories, and personal growth, aligning Škoda’s premium European heritage with the uniquely Indian passion for exploration and discovery. At its core, Make every KM count transforms kilometers from a measure of distance into a currency of meaningful journeys, reinforcing Škoda’s customer-centric ethos and human connection in a landscape where cars are woven into the very fabric of life. The creative approach, which Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, relies on aspirational and relatable depictions of contemporary Indian drivers whose curiosity and appetite for adventure mirror the evolving aspirations of the market. By leveraging user identity and positioning Škoda as the trusted companion for explorers, the campaign sidesteps heavy-handed narratives in favor of an emotionally resonant, lifestyle-driven message that finds the brand’s place among discerning, experience-seeking consumers. The 360-degree multimedia rollout, tailored for the Indian market yet aligned with a global brand vision across more than 50 markets, reinforces Škoda’s intent to remain relevant amid shifting consumer dynamics, using innovative channel integration to reach a digitally connected, culturally aware audience. Clapboard rates this 57/100. As Indian automotive marketing pivots toward experience and aspiration over specification, Škoda’s Let’s Explore signals a broader industry shift toward user identity as the anchor for brand storytelling.

Credits

Client

Škoda India

Agency

Wunderman Thompson South Asia

Project Head

Anurag Tandon, Managing Partner, Wunderman Thompson Mumbai

Creative

Steven Mathias, Priya Pardiwalla- ECDS & VPS

Creative Director

Manash Parui – Senior Creative Director, Arjun Chandravanshi – CD

Art Director

Yugant Gosavi Art Director, Anvi Jadhav – Art Director

Account Management

Rakesh Varma – VP & EBD, Anuj Uppal – Senior Account Director, Reiaa Pillai – Account Manager

Category Mind Map

48%

Škoda Auto India’s “Let’s Explore” campaign, anchored by the tagline “Make every KM count,” redefines the traditional automotive narrative by framing kilometres not merely as distance but as a measure of experiences, memories, and personal growth. This brand proposition emphasizes a journey-centric perspective that aligns with evolving customer aspirations in a rapidly changing world. The campaign underscores Škoda’s commitment to customer-centricity and human connection, positioning its vehicles as enablers of discovery and meaningful exploration. Strategically, the campaign taps into the mindset of the modern Indian consumer—characterized by curiosity, ambition, and a passion for exploration—while respecting the cultural ethos and traditions that remain influential. By emphasizing exploration and experiential value, Škoda leverages an insight into Indian car owners’ emotional attachment to their vehicles as integral companions in their life journeys. The creative approach, developed by Wunderman Thompson India, situates Škoda as a premium, legacy brand that merges European luxury and dependable engineering with aspirational storytelling. Through a 360-degree multimedia campaign rolled out globally across 50 markets but tailored specifically for India, the brand engages a contemporary audience that values adventure, cultural encounters, and personal growth. This positioning integrates the brand’s ongoing transformation—highlighted by the Vision 7S design study and a refreshed logo—and reflects its intent to stay relevant amid shifting consumer dynamics by promoting exploration as a path to being smarter and more enriched.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on aspirational, modern Indian customers—those who are passionate about their cars, driven by curiosity, adventure, and a desire to explore. The narrative and positioning revolve around capturing the evolving ambitions of “new India,” reflecting traditions, passions, and the pursuit of meaningful experiences. Rather than dramatizing a problem, telling an explicit story, or using overt symbolism, the campaign focuses on relatable and aspirational imagery of the Škoda user. The entire communication leverages user identity—Indians who make every kilometer count—positioning the brand as the companion for explorers, thus embodying Associated User Imagery. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Hyundai India – Market Positioning Hyundai India positions itself as a provider of reliable, feature-rich, and stylish cars with strong after-sales service and fuel efficiency. The brand targets the mass premium segment, balancing affordability with modern design and advanced technology, appealing to urban and aspirational customers seeking value for money and a confident driving experience. 2. Kia India – Market Positioning Kia India differentiates through bold, youthful design, cutting-edge technology, and comprehensive safety features. It emphasizes a modern lifestyle appeal with innovative connectivity solutions and SUV-centric portfolio, targeting millennials and young professionals eager for status, style, and enjoyable driving experiences. 3. Maruti Suzuki – Market Positioning Maruti Suzuki leads with affordability, extensive service network, and fuel-efficient, compact cars tailored for everyday urban commuting. The brand’s deep understanding of Indian consumer needs makes it synonymous with reliability and value, catering to first-time car buyers and price-sensitive family segments. 4. Toyota India – Market Positioning Toyota India is recognized for its outstanding build quality, durability, and hybrid technology focus. It appeals to discerning buyers valuing premium comfort, safety, and longevity, while promoting a reputation for low maintenance costs and environmental consciousness in the mid-to-upmarket segment. 5. Volkswagen India – Market Positioning Volkswagen India focuses on German engineering precision combined with premium build quality and refined driving dynamics. It targets customers seeking a sophisticated, performance-oriented vehicle with a European luxury feel, emphasizing safety, innovation, and a timeless design language.

Q: What is Škoda India launches ‘Let’s Explore’: New brand philosophy about? A: Škoda India launches ‘Let’s Explore’: New brand philosophy is a 2023 campaign created by Wunderman Thompson South Asia for Škoda Auto India, targeting the Indian automotive market. The campaign introduces Škoda’s new global brand philosophy, Let’s Explore, with the central creative idea Make every KM count. This initiative is part of a broader brand transformation that began with the Vision 7S design study and a refreshed logo, aiming to position Škoda as a companion for exploration and meaningful journeys, reflecting both Indian traditions and the aspirations of modern Indian consumers. Q: What creative device does Škoda India launches ‘Let’s Explore’: New brand philosophy use? A: Škoda India launches ‘Let’s Explore’: New brand philosophy employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on aspirational, modern Indian customers—depicting them as passionate explorers whose journeys and ambitions are embodied by their Škoda vehicles. Rather than dramatizing a problem or using overt symbolism, the campaign leverages relatable and aspirational imagery of real users, positioning the brand as a companion for those who make every kilometer count and aligning the communication with the evolving identity of its target audience. Q: What is the campaign proposition for Škoda India launches ‘Let’s Explore’: New brand philosophy? A: The campaign proposition for Škoda India launches ‘Let’s Explore’: New brand philosophy is to redefine the automotive journey by framing kilometers not as mere distances, but as markers of experiences, memories, and personal growth. Škoda positions itself as a customer-centric, human-focused brand that enables discovery and exploration, speaking directly to the ambitions and curiosity of modern Indian consumers. This strategy aligns with the evolving aspirations of the market, presenting Škoda vehicles as enablers of adventure and cultural encounters, and reinforcing the brand’s relevance in a rapidly changing automotive landscape. Q: How does Škoda India launches ‘Let’s Explore’: New brand philosophy rank in Clapboard's archive? A: Škoda India launches ‘Let’s Explore’: New brand philosophy holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial authority. Q: Who are the competitors in Škoda India's category? A: In the Indian automotive category, Škoda India competes with Hyundai India, which is known for reliable, feature-rich cars targeting the mass premium segment; Kia India, which appeals to millennials with bold design and cutting-edge technology; Maruti Suzuki, synonymous with affordability and reliability for everyday urban commuters; Toyota India, recognized for durability, hybrid technology, and premium comfort; and Volkswagen India, which emphasizes German engineering, safety, and a refined European luxury experience. Each brand brings a distinct positioning to the evolving Indian automotive market.