New campaign ‘Surrender’ blends motorsport engineering, luxury SUV performance, and contemporary Indian musical artistry

New Delhi, June 25, 2026:

In a unique fusion of automotive engineering and musical artistry, Škoda Auto India has launched an immersive cinematic campaign titled “Surrender” to introduce the all-new Škoda Kodiaq RS, partnering with internationally acclaimed sitar virtuoso Rishab Rikhiram Sharma.

The campaign celebrates two major milestones for the Czech automobile manufacturer—125 years of motorsport heritage and more than 50 years of the legendary RS performance badge. Rather than following a conventional vehicle launch strategy, Škoda has created an artistic film that combines the thrill of high-performance driving with the emotional depth of contemporary Indian classical music.

Engineering Meets Music in ‘Surrender’

The cinematic film showcases the all-new Kodiaq RS navigating challenging mountain roads and urban landscapes while Sharma performs his acclaimed composition “Burning Ghat” on Sitara, his next-generation electric sitar.

As the SUV accelerates, corners, and conquers diverse terrains, the music evolves in harmony with the vehicle’s movements, creating a powerful sensory experience where engineering precision meets artistic expression.

Unlike traditional automotive advertisements, the campaign positions the musician as a creative storyteller and the SUV as a dynamic artistic instrument, emphasizing that performance is as much about emotion as it is about technology.

Škoda Highlights Performance and Emotional Connection

Commenting on the campaign, Ashish Gupta, Brand Director, Škoda Auto India, said the company’s legacy has always been built on endurance, precision, passion, and continuous evolution.

He noted that after the overwhelming response to the Octavia RS campaign featuring Rishab Rikhiram Sharma, extending the collaboration for the Kodiaq RS was a natural progression.

According to Gupta, the new campaign reflects the philosophy that the Kodiaq RS is designed not merely to deliver performance but to create an emotional driving experience that encourages drivers to “Surrender” to the journey.

Rishab Rikhiram Sharma: Music Mirrors Motion

Sharing his thoughts on the collaboration, Rishab Rikhiram Sharma said music and rhythm naturally exist within movement, making the partnership with the Kodiaq RS both meaningful and authentic.

He explained that the composition Burning Ghat, performed on his electric sitar Sitara, explores the emotional relationship between motion, engineering, and artistic performance, creating an immersive dialogue between machine and musician.

A New Benchmark in Automotive Storytelling

The film transforms the premium SUV launch into an artistic narrative through three carefully designed movements:

• The Discovery: Sharma encounters the Kodiaq RS as a source of artistic inspiration.
• The Dialogue: The sitar responds to every movement of the SUV across changing landscapes.
• The Revelation: Engineering and music unite to demonstrate that exceptional performance transcends industries and artistic disciplines.

Shot across India’s dramatic terrains, the film combines breathtaking cinematography with an emotionally engaging soundtrack, offering audiences an experience rarely seen in automotive marketing.

The Legacy of the RS Badge

The iconic RS (Rally Sport) badge dates back to 1975, when the legendary Škoda 130 RS earned international recognition through its success in rallying and touring car championships.

The Octavia RS became Škoda’s first production performance model in 2000 and debuted in India in 2004. The fourth-generation Octavia RS returned in 2025, while the newly launched Kodiaq RS now becomes the first Škoda SUV in India to wear the prestigious RS badge.

About Rishab Rikhiram Sharma

Recognised globally as one of India’s leading contemporary sitar artists, Rishab Rikhiram Sharma has successfully blended traditional Indian classical music with modern soundscapes. A graduate in Music Production and Economics from CUNY Queens College, Sharma has earned international acclaim through sold-out performances and his celebrated “Sitar for Mental Health” concert series, which promotes emotional wellness through music.

The collaboration with Škoda further reinforces his reputation as a cultural innovator who bridges ancient musical traditions with contemporary artistic expression.

A Landmark Collaboration

With “Surrender,” Škoda Auto India redefines automotive marketing by presenting the Kodiaq RS not simply as a premium performance SUV but as an emotional experience where technology, luxury, motorsport heritage, and music come together in perfect harmony.

The campaign represents a bold new direction in brand storytelling, demonstrating how engineering excellence and creative artistry can inspire audiences beyond conventional advertising.