Saatchi & Saatchi bags Skoda's creative account pegged at more than Rs 60 crore

Earlier, the creative mandate for the account was with the Mumbai-based creative agency Saints & Warriors.

It has been learnt that auto major Skoda India has awarded the creative mandate for its entire product portfolio to Saatchi & Saatchi.

Saatchi & Saatchi has been handling strategic planning for the account as a corporate consultant in the recent past. Now, it has also bagged the creative mandate for the account.

Prior to this development, the agency's responsibility was to handle the corporate positioning of Skoda India. In the new scheme of things, the agency will handle the creative function, both for Skoda India's existing car brands, as well as its new, upcoming brands. The agency will also be responsible for other corporate initiatives for the company.

Skoda India currently has four brands in India, namely, Skoda Laura, Skoda Fabia, Skoda Yeti and Skoda Superb.

The creative mandate for the account was with the Mumbai-based creative agency Saints & Warriors. Notably, there has been no change on the media planning and buying front; the media AOR (agency of record) continues to be MediaCom.

On the development, Thomas Kuehl, board member, sales and marketing, Skoda Auto India, says, "Saatchi & Saatchi has been our strategic planning agency and we see it as the right fit for us to take on the creative mandate."

The agency was handed the account's corporate positioning mandate after a multi-agency pitch held last year, and has been a business consultant for the company since then. At the time of this pitch, however, Saints & Warriors still held the creative mantle for the company.

"Skoda India is looking for strong partners to help it achieve its ambitious plans in India," Kuehl adds.

The business will be handled from the agency's Mumbai office, headed by Nisha Singhania. Industry sources have pegged the account to be worth more than Rs 60 crore.

Commenting on the development, Kamal Basu, chief executive officer, Saatchi & Saatchi, says, "Skoda has been a brand with a lot of 'mystique' in India. Unravelling this to the country is an exciting journey that we are looking forward to."

Regarding the selection of Saatchi & Saatchi as the creative agency for the entire account, Tarun Jha, head, marketing, Skoda Auto India, conveys in an official communiqué, "Skoda Auto, with the unveiling of its new logo and corporate identity, has embarked upon a new journey across the world. The 'New Power of Skoda' is part of a global strategy, and will give the marque a more potent role in the life of the Indian customer. After a wonderful decade, Skoda Auto India is all set to go to greater strengths. We see Saatchi & Saatchi as a strong partner which will help us achieve this objective."