Skoda Auto India names Ranveer Singh as brand superstar to drive expansion
Ranveer Singh as its first-ever brand superstar in a one-year endorsement deal. This marks the first time Skoda has appointed a celebrity endorser globally, breaking tradition to strengthen its presence in India, its second most important market after Europe.
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The move is part of Skoda’s aggressive brand campaign aimed at reshaping its image and increasing its market share from under 1% to 3% as it celebrates 25 years in India. A key focus is the launch of the Kylaq, positioned as Skoda’s first competitively priced model in India, targeting the sub-4-meter segment for budget-conscious customers.
Historically perceived as a premium brand, Skoda is betting on the Kylaq to reach a wider base of car buyers, and Ranveer Singh, with his mass appeal, is the perfect choice to achieve this objective, believes Petr Janeba, Brand Director, Skoda Auto Volkswagen India.
The company will launch a high-voltage marketing campaign beginning February 25, featuring Singh. The campaign will span print, OOH, digital, nearly 100 television channels, and offline platforms, making it a 360-degree initiative.
While Janeba remains tight-lipped about the company’s marketing investments, industry sources estimate the company's annual advertising budget at Rs 350-400 crore.
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