Škoda Auto launches phase three of ‘Skoda Deccan Beats'

Škoda Auto India, along with PHD Media and Laqshya Event Capital, has launched Phase 3 - the final phase - of ‘Škoda Deccan Beats’.

Titled “Škoda Deccan Beats: Garage Series,” the show aims to celebrate indigenous musical talent from the heartlands of South India. It sees national superstars, namely Neeti Mohan, Amit Trivedi, Jubin Nautiyal, and Kanika Kapoor.

Joining them are musicians from the South Indian music industry like Andrea Jeremiah (Tamil), Geetha Madhuri (Telugu), Sithara Krishnakumar (Malayalam), and Raghu Dixit (Kannada).

Škoda Deccan Beats, which started its journey on February 14, 2022, was divided into three phases: Talent Hunt, On the Road Series, and Garage Series.

Phase 1 was the “Talent Hunt,” where 16 finalists were selected – four from each language: Tamil, Telugu, Malayalam, and Kannada. They were then mentored by Jeremiah, Madhuri, Krishnakumar, and Dixit.

Phase 2 was the ‘On the Road Series’ where the 16 finalists got an opportunity to be part of a journey of the road, powered by Škoda.  

In Phase 3, the grand finale, titled “The Garage Series,” all 16 contestants got a platform to perform with some of the best names from the music industry. Sunny MR has composed songs for Mohan, Trivedi, Kapoor, Madhuri, Krishnakumar, Dixit, and Jeremiah.

These medleys were released on the Sony Music South YouTube channel. Payal Dev and Aditya Dev have composed music for Nautiyal, and his medleys will be released on the Škoda Deccan Beats YouTube channel on April 18 and 20.

Here are the names of the finalists and their pairings with music artists:

Alok Jalan, Managing Director, Laqshya Media Group, said, “Laqshya Media Group believes in collaborative partnerships that deliver tangible results. Škoda Deccan Beats is a testament of that philosophy: it gave a unique platform to emerging singers from the South of India to interact with the superstars of Indian music and become better performers. I am sure that the whole country will welcome them with open arms, because music is not limited by language.”

Monaz Todywalla, CEO, PHD India, said, "With the Deccan Beats Garage Series, Škoda Auto India continues exploring the intersection of music and culture – a key aspect of the brand's 'India 2.0' ambition, helping build deeper connections and creating an emotional imprint with consumers. It is heartening to see the final leg of this campaign unravel so beautifully and witness South India's aspiring talent bring their journey to fruition with some of the top names from the industry." 

Mohan said, “Škoda Deccan Beats is very special and very close to my heart because it’s good music, it’s about bringing people together, it’s about crossing the barrier of language. And just doing good music together.”

Trivedi said, “I feel that Škoda Deccan Beats has created a massive platform by providing an excellent opportunity for emerging musicians to gain invaluable exposure and recognition within the music industry. Its unique format supports and encourages promising talent, making it an amazing opportunity for aspiring artists to showcase their abilities and establish themselves in the competitive world of music.”

Shailja Saraswati Varghese, Chief Content Officer, OMG India, said, “For Škoda Auto India – who has always been passionate about fostering a stronger connection with its Indian consumers, music is one of the striking differentiators that makes it stand a cut above the rest. Bringing their vision of an extraordinary musical voyage to life, OMG Content is thrilled to have played a role in bringing Škoda India’s affinity to music to life and a platform for nurturing indigenous music from across the South."