Škoda has rolled out a campaign, ‘Fans Not Owners’,  to celebrate 25 years of the auto brand in India.

Conceptualised by BBH India, the campaign consists of an ad film.

The film opens with a school principal interviewing a little girl and her parents during an admission round. When asked who she loves most, the child shyly answers, “Doda.” Curious, the principal asks who Doda is, only to discover it’s the family’s Škoda car. The conversation takes a warm turn as the principal admits she, too, loves her own “Doda.” The film closes with the line: Škoda creates fans, not just owners.

What we think about it: What captivated our attention was that the film leans on a simple, relatable narrative that humanises the car and makes Škoda feel like part of the family. While the charm lies in its warmth, the storytelling plays it safe and could have pushed harder on memorability for a 25-year milestone.

On LinkedIn, Paritosh Srivastava, chief executive officer, Saatchi & Saatchi, BBH India, Saatchi & Saatchi Propogate and Publicis Behive, shared, "25 years of Škoda in India and what a privilege it’s been to partner with the brand for a decade. Our latest campaign, ‘Fans Not Owners’, celebrates this milestone and focuses on deepening brand love, building trust, and taking Škoda to even more people across the country. We loved working on it, and hope you’ll love it just as much."

The campaign rolled out on 14 August across social media platforms.