Citroën has rolled out a film spotlighting its ‘Flexi Pro-7 seating.’

The film is set at a wedding, where, after the ceremony, the groom and his family are preparing to head home. As the groom approaches the car, the driver calls out to him and asks him to get in. Soon, more and more family members start squeezing into the car, each wanting to join the journey. In the ensuing chaos, the groom is eventually pushed out of the car. Just then, a Citroën representative arrives with a camera crew and asks the family if the lack of space in the car has left everyone irritated. He then asks if they are familiar with the Citroën SUV’s ‘Flexi Pro 7-Seater’ feature. The groom, visibly confused, asks what it means. The representative explains how one can get a seven-seater SUV at the price of a five-seater, before introducing the Citroën SUV and demonstrating how the entire family can fit comfortably inside.

What we think about it: The film builds a humorous narrative around a situation that is instantly recognisable to Indian families - trying to accommodate too many people in a car. What works particularly well is that the product benefit is demonstrated rather than merely stated.

The film released on 2 September. It also follows a similar format to Citroën’s previous ad for its ‘Flying Carpet’ suspension.