Brands
Škoda and BBH India unveil ‘Mind Drive’, a hypnosis twist on the Octavia RS
MUMBAI: Škoda Auto India and BBH India have launched ‘Mind Drive’, a category-first hypnosis experience that lets fans feel the thrill of the Škoda Octavia RS without ever touching the steering wheel. The idea extends the brand’s ‘Heartbreak’ campaign, born from the collective disappointment when the Octavia RS sold out in barely 20 minutes.
Rather than let that frenzy fade, the carmaker teamed with hypnotherapist Danish Sheikh to create an immersive, guided-imagination session. Participants are taken through the sensations of driving the RS: the ignition growl, the push of acceleration, the changing textures of the road; turning longing into a vivid, sensory encounter.
Škoda Auto India brand director Ashish Gupta, said the RS continues to command a cult following, and ‘Mind Drive’ acknowledges that devotion by offering a new way to experience the car’s spirit. The initiative, he added, reflects Škoda’s aim to build thoughtful and emotionally charged engagements with its community.
BBH India chief creative officer Parikshit Bhattaccharya, said the ‘Heartbreak’ campaign unlocked a fresh dimension of storytelling, and ‘Mind Drive’ pushes it further by offering an “experience for those who missed both the test drive and the booking window”.
‘Mind Drive’ forms part of a broader suite of playful, category-first ideas, including the Octavia RS non-owner’s manual and driver’s seat perfume, each designed to keep alive a car that many enthusiasts never got to claim.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
