Škoda pairs Kodiaq RS performance with Rishab Rikhiram Sharma’s musical storytelling

MUMBAI: It is a case of strings attached, and very much by design. As performance SUVs continue to battle for attention, Škoda Auto India has taken a more melodic route, teaming up with globally recognised sitar player Rishab Rikhiram Sharma for a cinematic campaign marking the arrival of the all-new Škoda Kodiaq RS in India.

Titled Surrender, the film moves away from the conventional vehicle launch formula and instead presents the SUV as part of a larger artistic narrative. The campaign arrives at a significant moment for the brand, which is celebrating 125 years of motorsport heritage and more than 50 years of its RS performance lineage.

The film pairs the Kodiaq RS’s all-terrain capabilities with Sharma’s composition Burning Ghat, performed on Sitara, his electric sitar. Rather than using music as a backdrop, the campaign positions the instrument and the vehicle as equal performers, creating a visual and sonic dialogue that unfolds across mountains, winding roads and urban landscapes.

According to the company, the collaboration builds on the success of its earlier campaign featuring the Škoda Octavia RS and Sharma. This time, however, the concept places greater emphasis on artistic interpretation, with the musician shaping the narrative and emotional tone of the film.

Speaking about the campaign, Škoda Auto India brand director Ashish Gupta said the partnership reflects the company’s focus on blending heritage with innovation. He noted that the Kodiaq RS combines performance with emotion, making Sharma’s contemporary approach to the sitar a natural fit for the vehicle and the broader “Surrender” theme.

For Sharma, the collaboration explores the connection between movement and music. Speaking about the project, Škoda Auto India brand collaborator Rishab Rikhiram Sharma said the film pairs the emotional depth of Burning Ghat with the character of the Kodiaq RS, creating a meaningful exchange between engineering and artistry.

The nearly orchestral campaign unfolds in three acts. The first sees Sharma encounter the SUV as a source of inspiration rather than a product. The second develops a conversation between machine and musician as the sitar responds to changes in speed, terrain and motion. The final act brings both worlds together, suggesting that performance, whether on stage or on the road, follows the same universal language.

Beyond the campaign itself, the launch also shines a spotlight on the RS badge’s long history. The performance designation traces its roots back to the legendary Škoda 130 RS, which earned international recognition through strong performances at events including the Rallye Monte Carlo. The RS name later transitioned to road cars with the Octavia RS and now makes its debut on a Škoda SUV in India through the Kodiaq RS.

Sharma’s involvement further underlines the campaign’s blend of tradition and modernity. Known for introducing classical Indian music to younger global audiences, the musician has built a substantial international following through contemporary interpretations of the sitar and his widely acclaimed Sitar for Mental Health concert series.

With Surrender, Škoda is not merely introducing another premium SUV. It is attempting to turn a vehicle launch into a cultural statement, one where horsepower and harmony share the spotlight and where performance is measured as much by feeling as by speed.