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.

Ashish Gupta, brand director Škoda Auto India, said, “At Škoda Auto India, we’ve always believed that our customers are more than just owners. They’re passionate fans who truly live the brand. As we celebrate 25 incredible years in India, it’s this deep emotional connection that powers us forward. Our new campaign, 'Fans, Not Owners’, is not just a celebration of our journey, but a reflection of the passion our fans bring to the brand, alongside the relentless commitment of our team and the strength of our dealer partners.”
 
Paritosh Srivastava, CEO, Saatchi & Saatchi India, BBH India and Saatchi Propagate, added, “Škoda’s 25 years in India is a huge milestone, and being part of this journey for a decade makes the celebration even more special for us. Our partnership has always been about building brand love, earning trust, and taking Škoda to more people across the country. The ‘Fans Not Owners’ campaign is a step forward in that direction, and we are excited to continue building on this legacy while supporting Škoda in realising its future ambitions.”
 
Parikshit Bhattaccharya, chief creative officer, BBH India, said, “Škoda was never 'just a car”. It was always an emotion. With the ‘Fans, Not Owners' campaign, we've tapped into the love and passion of fans. The campaign celebrates 25 years of adoration and loyalty in a way that's real and heartfelt. These are exciting times for the brand and for all of us who get to be a part of this incredible celebration.”

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