Škoda Auto India has unveiled an innovative campaign for the launch of the all new Kodiaq RS by collaborating with internationally acclaimed sitar virtuoso Rishab Rikhiram Sharma. Titled Surrender, the cinematic project blends the excitement of high performance driving with the emotional depth of music, creating a unique experience that goes beyond a conventional automotive advertisement.
The collaboration arrives at an important time for Škoda as the company celebrates 125 years of motorsport heritage and more than 50 years of its legendary RS performance badge. Instead of focusing solely on horsepower and specifications, the campaign presents the Kodiaq RS as a machine that evokes emotion through design, capability, and sound.
The centerpiece of the campaign is a visually striking film that pairs the SUV’s all terrain performance with Rishab Rikhiram Sharma’s composition Burning Ghat. The music is performed using Sitara, his next generation electric sitar, which adds a contemporary touch to the traditional instrument. Throughout the film, the melodies respond to the vehicle’s movements across mountains, roads, and changing landscapes, creating a dialogue between engineering and artistry.
According to Škoda Auto India Brand Director Ashish Gupta, the campaign reflects the brand’s philosophy of combining legacy with evolution. He said that after the successful collaboration on the Octavia RS, working again with Rishab for the Kodiaq RS felt like a natural progression. Gupta added that the campaign is designed around the idea that the Kodiaq RS delivers an experience that drivers do not simply own but instead surrender themselves to.
Rishab Rikhiram Sharma also spoke about the partnership, explaining that rhythm and motion are deeply connected in both music and nature. He noted that combining the Kodiaq RS with the emotional expression of Burning Ghat through his electric sitar creates an immersive exploration of movement, emotion, and performance. For Sharma, the project demonstrates how engineering and artistic creativity can complement one another.
The film itself follows a carefully structured narrative. It begins with Sharma discovering the Kodiaq RS not as a product but as a source of inspiration. As the story unfolds, the sitar reacts to the SUV’s acceleration, handling, and moments of calm, reflecting the rhythm of its journey. In its concluding sequence, the film suggests that exceptional performance can be found both on the concert stage and on challenging roads, connecting music and motoring through a shared pursuit of excellence.
The Kodiaq RS is positioned as a premium performance SUV that combines advanced four wheel drive capability with luxury and practicality. It carries forward the RS tradition that originated in 1975 with the Škoda 130 RS, a car that earned international recognition through its rally and touring car successes. The RS badge later reached road cars with the Octavia RS in 2000 and made its Indian debut in 2004. The latest Kodiaq RS now becomes the first SUV from Škoda in India to proudly wear the iconic performance badge.
For Rishab Rikhiram Sharma, the collaboration aligns with his own artistic journey. Recognized as one of the youngest leading exponents of the sitar, he has built a global audience by blending Indian classical traditions with modern production techniques. Holding degrees in Music Production and Economics from CUNY Queens College, he continues to push creative boundaries while preserving the heritage of his instrument. His internationally acclaimed initiative Sitar for Mental Health has also earned praise for using music to encourage emotional well being and mindfulness.
The Surrender campaign represents more than a marketing exercise. It highlights a growing trend where brands seek to create emotional connections through storytelling rather than traditional product promotion. By placing music and engineering on equal footing, Škoda Auto India has crafted a launch that celebrates both technical precision and human creativity.
With breathtaking visuals, an evocative soundtrack, and a narrative built around passion and performance, Surrender introduces the Kodiaq RS in a memorable fashion. It stands as a reminder that driving can be more than transportation and music can be more than entertainment. Together, they become expressions of emotion, movement, and innovation that resonate far beyond the road.
