MAM
Trip Creative designs launch campaign for Skoda Kushaq and Skoda Slavia
Mumbai: Leading visual communication design company Trip Creative Services have been instrumental in designing the launch campaigns for Skoda Auto India’s new car launches, the ‘Skoda Kushaq’ and the ‘Skoda Salvia’ with event partners 70EMG.
Trip was involved at multiple stages of the launches from the very beginning as part of the PR and communications team initiative of Skoda Auto India. Content design, social media marketing and execution for multiple campaigns from the naming film, to the covered drive content, videos, photos, and teasers to the world static premiere which also included content for a hybrid live and online virtual conference, to the market launch online premiere of the Kushaq. With shoots in the Czech Republic, and various cities across India, the deliverable not only included multiple films across various formats, platforms and events but also the launch websites with WebGL, AR filters for Instagram and Fb, VR modules, Infographics, Car 3D renders, VFX and much more. The world static premiere of the Slavia was the most-watched online car event in the history of Indian Car launches on youtube and Instagram garnering over one lakh live audiences with over 15 million views in the first 24 hours along with #SkodaSlavia was a trending number one in India on Twitter during that day.
Trip Creative Services founder Prateek Sethi commented, “We have already established a benchmark in the animation industry working with 70EMG for the launch events is fantastic! Skoda PR and communication team are great clients. Our motive now is to expand our footprint. It has been a pleasure to be a part of the creative team of Skoda Auto India PR & brand communication for almost 4 years now and going strong. We are always trying to push the envelope across creatives and technologies for them.”
The AR filters for the Skoda Slavia, which won first place in the Cult Critic Movie Awards 2022, while Skoda Kushaq won the Web & New Media Outstanding Achievement Award at the Black Swan International Film Festival in February 2022.
An investment of multiple crores across launches was made by Trip to make this project successful with 70EMG and Skoda Auto India. Currently, the automaker is clocking numbers over 5000 units sold per month, a major boost for the company. The models sold in India include the Kushaq, Slavia, Octavia and Superb.
Serving a variety of sectors with their exceptional services, Trip has proven to go a long way in aiming to serve the automobile industry and come up with new projects and digital art creativities that will give a new direction and fresh perspectives to the animation industry.
MAM
GUEST COLUMN: How strategy and creativity drives ROI in digital campaigns
Why engagement, AI, and integrated strategy are redefining ROI in digital campaigns
MUMBAI: As digital marketing matures, the benchmarks of success are undergoing a fundamental shift. Reach and visibility, once the primary indicators of campaign performance, are no longer sufficient in a landscape defined by fleeting attention spans and evolving consumer behaviour. Today, brands are being challenged to move beyond surface-level metrics and focus on meaningful engagement, relevance, and long-term impact. ForAkhil Nair, founder and CEO at BigTrunk Communications, this transition from visibility to value reflects a deeper change in how campaigns are conceived, executed, and measured. In this piece, Nair explores why traditional metrics fall short, how AI and integrated thinking are reshaping campaign effectiveness, and why creativity, context, and agility are essential to driving real return on investment in modern digital campaigns.
The shift from visibility to value
For a long time, digital campaigns were judged by how many people saw them. If lots of people looked at it and the numbers were good, it meant things were going well. Impressions and clicks were what mattered. Over time, that didn’t feel like enough. Just because someone sees something doesn’t mean it makes an impact. People scroll through content quickly and often do not really notice what they have just seen. This has changed how we think about campaigns today.
There has been a shift in how brands look at this. It is not just about reaching people, but also about what happens after that, whether someone stops, engages, or remembers the brand later. That is what matters more. This moves the focus from visibility to value.
Some metrics we have relied on for years do not tell the full story. A campaign can reach a large audience and still fail to create a real connection. On paper, it may look strong, but in reality, it does not do much. That is why engagement and intent have become more important, especially whether people are interacting with the content or simply scrolling past it. Even small actions, like spending a few extra seconds or clicking through, matter more.
AI is helping brands understand how people behave and interact with them. It helps brands make better decisions so they can create campaigns that truly connect with people, not just reach a large audience. AI can also predict what will be popular and help refine campaigns, which makes marketing more effective. This allows marketing teams to focus more on generating ideas. In this way, AI supports both creativity and strategy.
Why integration and context matter
Another important factor is how well everything comes together. Campaigns often fall short when strategy, media, and creative are developed separately, because that lack of alignment is noticeable. When everything is aligned from the start, the campaign feels more natural and the message comes through clearly. It also fits better within the platform where it appears.
This matters because people behave differently across platforms. The way someone watches a video is not the same as how they search or read longer content. These differences may seem minor, but they can significantly impact performance. Paying attention to context helps campaigns feel more relevant and effective.
Creativity, agility and long-term impact
There is a common assumption that performance-driven campaigns leave little room for creativity, but that is not the case. The most effective campaigns often feel simple and real. People tend to ignore anything that feels overly polished or forced. Instead, they connect with content that feels familiar and relatable, something that reflects how they think or speak.
At the same time, campaigns do not always go as planned. Audience behavior, trends, and platform dynamics can shift quickly. What works initially may stop working later. That is why it is important to continuously track performance and make adjustments. Small changes over time can improve outcomes, and campaigns that stay flexible tend to perform better.
While short-term results matter, consistency over time plays a bigger role. When a brand shows up in a relevant and consistent way, it builds familiarity. Over time, that familiarity turns into trust.
Digital marketing has evolved, and expectations have evolved with it. Visibility still matters, but it is no longer enough on its own. What truly drives impact is whether a campaign connects, leaves a lasting impression, and leads to action. Being seen is easy, but being remembered is what really counts.
