Citroën has rolled out a campaign,'Kya Aapki Gaadi Citroën Hai?' (Is your car a Citroën?) to spotlight its AC cooling features.

The campaign comprises an ad film.

The film shows people stuck in traffic battling extreme heat, using mini fans, watching ice cream melt, and struggling with ineffective AC. A man in his car gets no relief until a reporter asks if his vehicle offers 14-degree cooling. He urges the driver in the underperforming car to try Citroën’s superior cooling. The film ends with a call to test drive the car for summer relief, closing on 'Kya Aapki Gaadi Citroën Hai?' as the man drives off with the Citroën, leaving his car behind.

What we think about it: The film lands well by tapping into a very real, relatable summer pain point, but the reporter-led setup feels slightly contrived and predictable. While the 14-degree cooling proposition is clear, the storytelling could have pushed harder on emotional or aspirational cues to make the brand feel more distinctive beyond just functional relief. Moreover, the humour should have had more punch and been pushed more to elevate the brand beyond a purely functional pitch.

The campaign was released on 6 April on YouTube.