Škoda India has rolled out a campaign 'The Kylaq Story' for its soon-to-be-launched Kylaq.

The car, which will play in the sub 4-metre range category alongside Hyundai's Venue, Kia's Sonet, and Maruti Suzuki's Brezza among others, has got actor Rohit Shetty to feature in the launch film.

The eight-minute long film has been conceptualised by Banijay India and is part of a year-long marketing and PR campaign.

The campaign launched in February 2024 and the first delivery of the Kylaq is expected to be made in January 2025 according to Petr Janeba, brand director, Škoda Auto India.

In the film, Shetty first provides the voiceover and states that he follows a simple formula - do what the audience wants as that's what is separates a superstar from a star. He states the importance of talking to the audience and asking them what they want and equates it to what Škoda has done for the Kylaq. The film cuts to Škoda employees revealing what the audience wants and goes on to reveal the Kylaq. It showcases features like safety, its looks, and its European technology. Shetty then appears in his trademark action avatar and takes the car for the ultimate test.

What we think about it: The film does add to the hype around the car being established by the year-long campaign but we're not sure whether an eight-minute long film can catch the attention of a non-car fanatic. Adding Rohit Shetty was timely given the recent launch of Singham Again, and given that Škoda wants to reach out to mass India through this car, it's a good association. However, with so much time and money invested in the marketing campaign of the car, almost like a film, if the car fails to open well, one wonders how much that will impact the future of Škoda in India. The competitive launch price for the base variant at INR 7,89,000 makes it an interesting prospect.

The film was published on 6 November.

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This was a 100% PR job and has been very well executed: Škoda's Petr Janeba on its Kylaq 'campaign'