Voice-O-Meter: Citroën India normalises women behind the wheel and breaks the bias

IAA Voice of Change and UNICEF pick the most gender-progressive ad among those covered by Manifest each week.

Manifest has partnered with IAA Voice of Change and UNICEF to identify and celebrate advertising that challenges stereotypes and promotes more progressive gender representation.

The committee for this section consists of: Nina Elavia Jaipuria, chairperson, Women Empowerment Committee, IAA India Chapter; Megha Tata, co-chairperson, Women Empowerment Committee, IAA India Chapter; and Geetanjali Master, partnership specialist, public and private sector engagement, resource mobilisation section, UNICEF Delhi.

This week, Citroën India takes the top spot on the Voice-O-Meter.

The campaign normalises women behind the wheel by portraying a mother confidently driving her son as part of an everyday family moment. Rather than drawing attention to her gender, the film presents her as the default driver, subtly challenging outdated stereotypes around women and driving. Through its simple yet authentic storytelling, the campaign reinforces a more inclusive and realistic representation of modern families.

Other films from last week:

KFC India