Škoda Auto India has launched a new integrated campaign, ‘You Never Drive Alone’, alongside the introduction of Škoda Super Care, a brand-wide service programme designed to standardise ownership benefits across its portfolio from 2026.
Škoda Auto India is putting after-sales service at the centre of its brand narrative with the launch of You Never Drive Alone, a new integrated campaign developed with BBH India. The campaign coincides with the debut of Škoda Super Care, a unified service programme that will apply across the company’s entire product range from 2026.
Rather than focusing on performance or design, the campaign positions ownership confidence as the core value proposition — a notable shift in an Indian automotive market where service costs and predictability increasingly shape purchase decisions.
Turning service into a brand promise
At the heart of the rollout is a brand film that frames driving as a shared, reassuring experience rather than a solitary act. The narrative follows a couple on a relaxed road journey, subtly revealing the presence of Škoda’s service support in the background — a metaphor for continuous assistance throughout the ownership lifecycle.
The creative approach reflects a deliberate choice to communicate reassurance emotionally, rather than through a checklist of features.
According to Ashish Gupta, brand director at Škoda Auto India, the programme is meant to extend the brand’s relationship with customers well beyond the point of sale, offering clarity and confidence at every interaction — from routine servicing to unexpected breakdowns.
What Škoda Super Care includes
Škoda Super Care consolidates multiple ownership benefits into a single framework. From 2026, customers will receive:
- Four years of warranty coverage
- Four years of roadside assistance
- Four free services
- Newly introduced Škoda Check-in services at 1,000 km and 7,500 km
The intent is to give customers early and regular touchpoints with authorised service centres, while keeping costs predictable over the initial ownership period — a key concern for buyers in the mid-size and premium segments.
Škoda’s service network currently spans 183 cities across India, a footprint the brand is leveraging as part of its reassurance-led messaging.
BBH India’s creative direction
For BBH India, the challenge was to make an inherently functional offering feel human. Chief creative officer Parikshit Bhattacharya said the team chose to visualise service as a quiet presence rather than an intrusive one — support that exists without demanding attention.
That restraint aligns with a broader shift in automotive advertising, where brands are increasingly emphasising ownership journeys and peace of mind over aspirational imagery alone.
Why this matters in the Indian auto market
Indian car buyers are becoming more value-conscious, with rising awareness of long-term maintenance costs, warranty coverage, and service transparency. As vehicles become more technologically complex, after-sales support is emerging as a competitive differentiator rather than a hygiene factor.
Škoda’s move mirrors a wider industry trend toward bundled service offerings and longer coverage periods, but the company is attempting to stand out by elevating service into a core brand philosophy rather than a back-end promise.
A long-term positioning play
The You Never Drive Alone campaign is live across television, digital platforms, print, and out-of-home media. More than a one-off launch, it appears designed to anchor Škoda’s communication going forward, with Super Care acting as a tangible expression of the brand’s commitment to long-term ownership confidence.
In a market crowded with feature-led messaging, Škoda Auto India is betting that reassurance — consistently delivered and clearly communicated — can be just as compelling.
