Škoda Auto India, in collaboration with BBH India, has introduced Mind Drive, an innovative hypnosis-based experience designed to let fans feel the excitement of the Škoda Octavia RS without physically driving it. As an extension of the brand’s Heartbreak campaign, Mind Drive aims to deepen the emotional bond enthusiasts share with the Octavia RS by turning imagination into an immersive encounter.
The idea stemmed from the collective disappointment among fans after the Octavia RS sold out in just 20 minutes, leaving many unable to secure a reservation. Recognising this emotional moment, Škoda and BBH India created a unique hypnosis session that allows participants to mentally experience the power and thrill of the RS.
Developed with hypnotherapist Danish Sheikh, Mind Drive guides participants through a multi-sensory visualisation. Through structured hypnosis cues, they hear the engine ignite, feel the acceleration, and sense the movement of the road-creating a vivid emotional simulation that bridges the gap between desire and experience.
Ashish Gupta, Brand Director, Škoda Auto India, said the initiative honours the strong community built around the RS nameplate. He noted that Mind Drive acknowledges fans’ passion while giving them a meaningful way to engage with the car’s spirit.
Parikshit Bhattaccharya, Chief Creative Officer, BBH India, added that the experience extends the success of the Heartbreak campaign, blending storytelling with sensory engagement to push the boundaries of experiential brand communication.
Part of a larger series of category-first ideas, Mind Drive follows earlier innovations such as the Octavia RS Non-Owner’s Manual and the Driver’s Seat Perfume-each created to keep the RS spirit alive for enthusiasts.
Film link: https://youtu.be/ui-Jo_h1MIk?si=xJkmDLPR8c8rY8gM
Team Credits:
CEO: Paritosh Srivastava
Group CSO: Snehasis Bose
COO: Himanshu Saxena
CCO: Parikshit Bhattaccharya
Sr ECD: Ashwin Palkar
ECD (Digital): Sudarshan Sudevan
EVP: Delon Mascarenhas
EVP & Business Head: Prachi Bali
Strategy Team: Ankit Sharma, Udayan Mehra
Account Management: Zeeshan Jehangir, Varun Thakkar
Creative: Ahana Chaudhuri, Pallavi Subudhi
National Films Head – Publicis Groupe: Jignesh (Jiggy) Maru
Executive Producer – Agency: Rahebar Sonawalla
