the height of driving

the height of driving

Skoda (Poland) were planning the launch of their soft-roader, the Yeti to the Polish market through a select group of reporters who won in their campaign. As with the name, they preferred the launch to take place in the Himalayas, in the mountains where the feeling of mystery prevails.

The initial brief was to work on Kathmandu. However, being a valley, we realised that Kathmandu would not work for the project and that we needed to take it high into the mountains. We thus proposed Ladakh and risked facing disqualification since it was not in the brief.

However, the team at Skoda saw the logic in our method and suggestions and the Yeti was to be successfully launched in Ladakh (at 3500m.). Pitching was one part of the entire project. The main obstacle of the transfer of the car from Delhi to Leh still remained. The car was taking half-way up into the mountains by a truck and with an escorting car along with personnel to make sure that no problem occured. After a certain part however, the car had to be driven on its own as trucks werent allowed. One of the best chauffers in the area was put on the job and after arrival at Leh, the car was thoroughly serviced and checked for performance. It was finally launched before the ruins of an old monastery and was blessed by monks and photographed by all present.

 
 

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