Škoda Auto India, in collaboration with BBH India, has launched an innovative campaign titled ‘Heartbreak’ to celebrate the return of the legendary Škoda Octavia RS (Rally Sport). Marking 25 years of Škoda in India, the Octavia RS was offered in a limited release of just 100 units, all of which were sold out within 20 minutes of reservations opening on the company’s website — a testament to the brand’s passionate fanbase.
At the heart of the campaign is a brand film that captures the thrill, power, and emotional pull of the Octavia RS. Designed to reflect the car’s rally-bred DNA, the film evokes both aspiration and FOMO among automotive enthusiasts who couldn’t secure one of the limited editions.
Taking the campaign beyond traditional storytelling, Škoda Auto India and BBH India have created an interactive microsite – https://octaviaheartbreak.skoda-auto.co.in. The site features a witty ‘Non-Owner’s Manual’, a creative twist on a car manual that humorously helps fans cope with the heartbreak of missing out on the RS.
Adding an experiential dimension, Škoda also introduced ‘Driver’s Seat’, a unique body perfume inspired by the Octavia RS, giving fans a way to “feel the drive” even if they couldn’t own the car.
Speaking about the campaign, Ashish Gupta, Brand Director, Škoda Auto India, said:
“Škoda as a brand inspires emotion, excitement, and a sense of belonging among driving enthusiasts. With the Octavia RS, that connection only grows stronger. The ‘Heartbreak’ campaign is our way of celebrating this passion, not just with those who managed to own one, but also with countless fans who have kept the RS spirit alive over the years. It’s a reminder that true performance isn’t just felt on the road, it’s something that stays with you.”
Parikshit Bhattacharya, Chief Creative Officer, BBH India, added:
“What do you do when you have 100 cars and a million diehard fans? You design an ecosystem of ideas to help fans get over the heartbreak. Like a coping mechanism delivered with tongue firmly in cheek. The Octavia RS deserved a launch that would last longer than the 24 minutes it took for the car to be booked out. Every idea in the campaign was plotted meticulously to create a memorable fan experience.”
Currently live across digital, social media, ambient, and OOH platforms, the ‘Heartbreak’ campaign highlights Škoda Auto India’s deep connection with its fan community — turning the emotion of missing out into a celebration of brand loyalty, performance, and shared passion for driving excellence.
