e4m Video Story:  Our media mix is roughly 30% each for TV, print and digital: Ashish Gupta, Skoda India

Marking 25 years of Skoda’s journey in India, Brand Director Ashish Gupta highlighted the brand’s adaptive strategy across media, product evolution and consumer touch points in an increasingly premium and digital-first market.

During the Skoda Track Experience, Gupta reflected on how marketing and consumer behaviour in the automobile sector has transformed alongside the country’s evolving economy and technology. 

“Marketing is all about maintaining a connect with your consumers,” said Gupta. “As the market changes and consumers evolve, marketing too has to evolve from traditional and print-based media to digital and now to interactive platforms like the one we are speaking on today.”

Skoda’s rising marketing momentum is also reflected in its growing advertising and promotional spends. The company’s advertising and promotional expenses rose to around Rs 807.5 crore in FY 2024-25, up from Rs 676 crore in FY 2023-24, indicating a sharper focus on expanding visibility and deepening consumer engagement across markets.

Despite higher marketing investments, Skoda maintained a stable bottom line, reporting a net profit of Rs 93.9 crore in FY 2024-25 compared to Rs 95.9 crore in FY 2023-24, reflecting efficient cost management and steady business performance through a dynamic year.

Media mix across channels

On the brand’s evolving media strategy, Gupta offered a precise breakdown. “Our media mix roughly stands at 30 percent TV, 30 percent print, 30 percent digital and the rest across influencer and other marketing channels,” he revealed.

He added that the mix shifts dynamically based on seasonality and regional relevance. “At one point, people said print was dead. But in many parts of India, especially where our Kushaq is relevant, print continues to have strong influence. TV remains an excellent awareness medium, and connected TV has become particularly important in urban markets.”

Gupta underscored the need for agility in media planning. “It’s all about evolving constantly, blending traditional and digital mediums to stay connected with an audience that consumes content across platforms,” he concluded.

Consumer evolution and the rise of aspiration

Gupta traced the evolution of the Indian automobile consumer over the last two and a half decades, attributing it to shifts in economic growth, demographics and access to technology. “In the last 25 years, customer focus on safety, driving dynamics and features has changed dramatically,” he noted. 

“I remember as a child, just sitting in a car was a luxury. Today, cars are an everyday necessity, and the demand for higher variants and better-equipped models is only growing.”

According to Gupta, this progression mirrors the broader aspirations of India’s upwardly mobile middle class. “Customers want more features and sophistication. The higher-end variants are now leading our sales, showing how expectations have evolved along with income levels and exposure to global standards,” he explained.

GST 2.0 and the festive boost impact

Discussing the recent GST 2.0 reforms, Gupta said the changes have been a significant shot in the arm for the auto sector. “Before the GST revisions, the market had flattened out. The government’s move brought in much-required momentum just ahead of the festive season,” he shared.

The results, he said, were immediate. “It’s been our highest festive season ever. By October, we had already sold close to 62,000 cars, more than what we achieved annually in any previous year of our 25-year history in India. The momentum is positive, and all our planning and efforts have come together perfectly.”

Blending classic with modern: The Rishabh Sharma collaboration

Skoda Auto India has partnered with global sitar virtuoso Rishab Rikhiram Sharma for a collaboration that blends modern flair with timeless artistry. 

The result is a film that showcases the harmony between the soulful strings of the sitar and the razor-sharp performance of the Octavia RS on track, marking the celebrated return of the iconic sedan to India.

Skoda’s recent campaign featuring sitar maestro Rishabh Sharma struck a chord with audiences by seamlessly blending heritage with modernity. “The collaboration was about marrying the classic with the contemporary,” Gupta explained. 

“That’s what the Octavia RS stands for, eternal design and performance that evolves across generations. Rishabh embodies the same ethos, rooted in classical tradition but modern in expression.”

Democratising premium technology

Addressing the growing wave of premiumization in the Indian auto market, Gupta reaffirmed Skoda’s long-standing position as a premium European brand. 

“We entered India as the first European premium brand, and our legacy cars like the Octavia and Superb established that positioning,” he said. “What’s changing now is that Indian consumers’ aspirations are catching up with what brands like Skoda have always offered.”

Gupta emphasized that Skoda’s premium engineering is now accessible across segments. “The same DNA of safety, build quality and driving dynamics that define our flagship models are also available in cars like the Kushaq. It’s a democratisation of technology, giving Indian customers a true taste of European engineering at multiple price points.”