Luxury carmaker Skoda Auto tied up with Gurgaon Rapid Metro for an innovative promotional strategy in which the Gurgaon Rapid Metro will be wrapped with Skoda Rapid branding. Coming together was also a natural fit as the Gurgoan metro line also bears the 'Rapid' name which coincides with the model 'Rapid' from Skoda. Starting with a 3 month collaboration, Skoda will look to extend it depending on the response from this initiative.
Commenting on this approach, Kamal Basu, marketing director, Skoda Auto India said, "The association was based on our brand philosophy of being 'Simply Clever'. It was an opportunity for Skoda to take up this property as the metro was named after one of our carline ‘Rapid’. Gurgaon being one of the important markets for us this association helps in increasing brand awareness as we reach out to 6 to 7 lakh of our audience every day. Apart from this, the Rapid Metro branding is also visible from Delhi-Jaipur highway which has a daily traffic of approx. 1 lakh vehicles."
This is the first time when an entire Metro line will be seen sporting a single branding on it, contrary to the regular multi-brand advertisements on the Metro. Gurgaon Rapid Metro moves around areas like DLF Cyber City and Unitech Corporate Parks, which is also a catchment zone for Skoda's target audience.
The Rapid is an entry level sedan by Skoda in the country. Since its launch in late 2011, the company has sold over 35,000 Rapids, making it one of the most successful cars for the brand. The Rapid is available at all Skoda showrooms across India and in Gurgaon it starts at Rs 7.16 Lakhs (ex-showroom, Gurgaon).