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
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
