Brands
Škoda Auto India, BBH India launch ‘For the Restless’ for Kylaq Sportline
New campaign targets a generation of SUV buyers choosing their own road
MUMBAI: Restless feet, meet restless wheels. Škoda Auto India and BBH India have teamed up for ‘For the Restless’, a new integrated campaign for the Kylaq Sportline, the latest addition to the SUV range.
The campaign is aimed at a generation that is not particularly interested in following the road already laid out for them. Instead, it positions the Kylaq Sportline as a vehicle for customers who want to take their own route, with a sportier and more expressive character.
The campaign comes as the Kylaq continues to gain traction in India. Škoda Auto India said the model has crossed 75,000 units in sales since its launch, making it an important contributor to the company’s growth and its best-ever sales performance in its 25th year in the country.
At the centre of ‘For the Restless’ is a high-energy film built around a simple visual cue: the impatient tap of a foot.
The rhythmic tapping builds anticipation before the scene shifts to the accelerator pedal of the Kylaq Sportline. The idea turns a familiar sign of restlessness into a metaphor for the urge to get moving.
The campaign seeks to connect the SUV’s driving experience with a younger audience’s desire to challenge convention and carve out its own path.
Škoda Auto India brand director Ashish Gupta said the Kylaq had quickly become an important part of the company’s growth story while expanding the brand’s reach among customers.
“With the new Sportline, we are adding a more dynamic and expressive dimension to the Kylaq range, giving customers another way to experience its distinctive character,” Gupta said.
He added that ‘For the Restless’ was designed to capture the attitude and individuality of a new generation of SUV buyers while making Škoda more relevant to their changing aspirations.
The campaign also brings music into the mix, with the film featuring Khasi rapper Meba’s track.
Parikshit Bhattaccharya, chief creative officer, BBH India and Propagate India, said the Kylaq Sportline’s driving experience provided a natural fit for the campaign’s central idea.
“Kylaq Sportline has a much revered, spirited drive. The thrill of being behind the wheel of one is the perfect answer to the restlessness inside young people,” Bhattaccharya said.
He added that the film uses Meba’s Khasi rap to amplify that feeling and give the campaign its own sonic identity.
‘For the Restless’ is currently live across digital platforms and will extend across traditional media, including television, print and outdoor.
The integrated rollout is designed to give the Kylaq Sportline visibility across multiple consumer touchpoints while highlighting its sportier positioning.
For Škoda Auto India, the campaign also builds on the momentum of a model that has become a significant part of its India story. For BBH India, the work turns a small everyday gesture into a broader expression of youthful impatience, individuality and the desire to keep moving.
