A New Chapter for Citroën in India

The ‘Shift Into The New’ campaign isn’t merely an advertising push; it represents a fundamental shift in Citroën’s approach to the Indian consumer. The company is striving to become a customer-centric brand that seamlessly blends European design principles with the practical needs and expectations of Indian drivers. This evolution is being spearheaded by a commitment to innovation, comfort, and technology.

The campaign, developed by alterType, aims to encapsulate Citroën’s revitalized identity. It highlights the brand’s core values – composure, precision, and performance – qualities that resonate strongly with Dhoni’s own public persona. The selection of Dhoni, a figure synonymous with calm leadership and strategic thinking, is a deliberate move to build trust and credibility with Indian audiences.

Spotlight on Citroën’s Refreshed Lineup

Central to the ‘Shift Into The New’ campaign is the showcasing of Citroën’s updated vehicle range. The C3X, Basalt X, and Aircross X are each presented with distinct narratives designed to appeal to diverse customer segments. The C3X is positioned with the tagline “All Ways On,” emphasizing its versatility and reliability. The Basalt X and Aircross X, meanwhile, are marketed as offering both “Thrill bhi. Style bhi.” and “Har Moment Ka Boss,” respectively, targeting drivers seeking excitement and control. This tailored approach demonstrates Citroën’s understanding of the varied preferences within the Indian market.

This isn’t the first time Citroën has partnered with Dhoni. The duo previously collaborated on the ‘Do What Matters’ campaign during the ICC T20 World Cup in 2024, a campaign that proved successful in raising brand awareness and establishing Dhoni as the face of Citroën’s evolving brand voice. Both campaigns leverage Dhoni’s authentic, composed, and forward-looking image to connect with a broad demographic.

Siddharth Loyal, Co-Founder and Managing Director of alterType, emphasized the campaign’s ambition: “Shift into the New isn’t just a campaign, it’s a way of communicating who Citroën is today. With Citroën, we had the opportunity to craft a campaign that goes beyond billboards and helps the brand evolve its voice to be confident, contemporary, and distinctly human, while connecting with drivers in a way that feels engaging and purposeful at every touchpoint.”

Kumar Priyesh, Business Head and Director – Automotive Brands, Stellantis India, added, “With Shift Into The New, we set out to redefine what it means to drive a Citroën in India. Every detail, from the interiors to the technology, has been designed to elevate the experience, making each drive more comfortable and enjoyable. This campaign reflects our commitment to innovation and a distinctly modern Indian perspective, and we’re excited to engage with drivers who want more from every drive.”

Dhoni’s widespread appeal extends beyond the cricket field. He currently represents a diverse portfolio of brands, including Arth by Emcure, Asian Footwears, House of Biryan, ACKO, Gulf Oil, Mastercard, Swaraj Tractors, Zed Black Agarbatti, and Dettol. His association with Citroën further solidifies his image as a trustworthy and reliable figure.

Citroën’s ‘Citroën 2.0’ strategy is driving significant investment in India. The company has already invested over ₹5,300 crore and is committed to expanding its sales and service network to over 150 customer touchpoints by the end of 2025. Notably, Citroën now achieves up to 98 percent localization in its Indian-produced models, demonstrating a long-term commitment to manufacturing and research & development within the country.

What role do you think celebrity endorsements play in influencing consumer purchasing decisions in the Indian automotive market? And how important is localization for a global brand seeking success in India?

Frequently Asked Questions About the Citroën ‘Shift Into The New’ Campaign