Last year, Škoda India gave an affordable SUV offering to Indians, the Kylaq. A year later, the car has emerged as Škoda’s best-selling model in the country. To mark the Kylaq’s first anniversary, the automobile manufacturer has unveiled a special advertisement which shows Škoda models celebrating the birthday of their youngest.
The commercial from the first scene itself evokes the spirit of Disney’s Cars (2006), the animated film franchise where vehicles are characters. Where Disney’s Lightning McQueen is ambitious, Mater is goofy, Sally is calm and thoughtful, Škoda cars also bring a distinct mood and personality, just without any animation.
The minute-and-a-half-long ad opens with the mid-size sedan Slavia pulling up in front of a suburban house, pointing out that for once someone got ready before another. The garage door of the house rolls up to reveal Kodiaq, the brand’s larger SUV, admiring itself in the mirror, quite like Kareena Kapoor’s Poo in Kabhie Khushi Kabhi Gham (2001).
Scenes shift, more vehicles line up, including the newly refurbished Kushaq with balloons, cakes, and gifts in its trunk. The speedy Octavia RS zooms in fashionably late to polite ribbing about its timing and attitude.
The Kylaq is positioned as Gen Z, who, according to Kushaq, is “busy showing off its features on reels.”
To this, Slavia says, “He is spoiled. Automated gearbox, ventilated seats, sunroof.”
Kodiaq adds, “Why not? He is the youngest of the family.”
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Not your typical car ad
What makes this television commercial (TVC) stand out from other car ads, which usually focus on torque figures, mileage, or exterior gloss, is its humour-laden interaction, which feels like a conversation at home.
By personifying its models as a close-knit family, it creates emotional familiarity rooted in Indian celebrations. Much like celebrations in a typical Indian family, which cannot unfold without showoff, some taunts and someone being fashionably late.
Its resonance with Disney’s Cars is a deliberate choice that personifies vehicles, and it works. The fact that Škoda chose to speak about human emotions is what makes this TVC both creative and fun.
The humour is subtle; it feels organic and spontaneous. The writer didn’t try too hard to make the script witty. It’s a clever use of situational comedy from the way each car is introduced, how they interact, and the unspoken drama of getting ready for a party. And it is packaged in a way that feels fresh in automotive advertising.
Here, Škoda is not just advertising a car, the idea is to celebrate a milestone. The Kylaq has been on sale for a year and reached over 50,000 units sold.
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Shift in strategy?
The latest Škoda ad signals a shift in the brand’s communication strategy within the Indian market.
Historically, Škoda’s Indian advertising has oscillated between performance-led messaging and a more refined, European-inspired appeal, often highlighting engineering credibility, build quality, and driving dynamics.
In contrast, the Kylaq TVC moves Škoda considerably closer to Indian culture by personifying its models as family members with distinct personalities; the ad taps into a familiar Indian social fabric.
Strategically, this move has come at the right time. The Indian market has become increasingly crowded and competitive, with rival brands amplifying emotional narratives, lifestyle positioning, and digital-first engagement. For example, Audi India’s four-month-old campaign, “moments before moments”, which captured the moments of Indian weddings.
The TVC stands as a bridge between Škoda’s engineering heritage and its goal of positioning itself as a humanised brand voice.
Views are personal.
(Edited by Insha Jalil Waziri)