Carnatic music drives Skoda in latest campaign, Marketing & Advertising News, ET BrandEquity

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Skoda Auto India has launched a new “Skoda Deccan Beats” campaign.

Skoda Auto India has launched a new ‘Skoda Deccan Beats’ campaign with the aim of nurturing indigenous musical talent in South India and celebrating Carnatic music.

The campaign was conceptualized and curated by PHD Media and OMG content in collaboration with Laqshya Event Capital and BToS Artist Management.

The series is planned in three distinct phases – Talent Hunt, On-Road, Garage Series – featuring 16 emerging artists from 5 different states. The talent hunt will also feature musicians such as Andrea Jeremiah (Tamil), Geetha Madhuri (Telugu), Sithara Krishnakumar (Malayalam) and Raghu Dixit (Kannada) framing the talent.

Monaz Todywalla, CEO of PHD Media India said, “As we all know, music truly has no boundaries and it is one of those media that connects people everywhere. Building on Skoda’s positioning of a brand that explores the nuances of music to strike a chord with its consumers, Deccan Beats is another ambitious musical journey that explores Carnatic music through a unique blend of talent hunting, of on-the-road entertainment and musical synergy. With the feeling of traveling and discovering more presently on a high, the experiential campaign highlights South Indian musical roots with the intention of sparking travel. As always, PHD Media is delighted to help bring Skoda’s sentimental affinity with music to life. Tarun Jha, Head of Marketing at Skoda Auto India, said: “Deccan Beats is the culmination of a long-standing desire by Skoda India to create something unique for the South Indian market. The brand believes in the importance of providing customers with an enriching and unique experience. Deccan Beats is the right platform to appreciate South Indian talent. Through the digital prowess of PHD Media, we are excited to bring Deccan Beats to people, which truly offers a chance for budding indigenous musical talent skilled in the art of Carnatic music.

Shailja Saraswati, Head of Content at Omnicom Media Group India (OMG), said: “Skoda Deccan Beats is built around the powerful medium of music which is deeply rooted in Indian culture. As an experiential campaign, supported by unique branded content, it will not only showcase aspiring musicians from the context-rich Southern states, but also build talent through mentorship from established musicians. The format will champion Skoda India’s position in the region with the customer connection that this creative initiative will sow and shape.

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