French automaker Citroen, known for its innovative spirit since 1919, entered the Indian passenger vehicle market in April 2021 with the launch of the C5 Aircross. Now, to further establish their brand presence, they’ve announced a key collaboration with cricket legend Mahendra Singh Dhoni as their brand ambassador in India. This partnership signifies Citroën’s commitment to understanding Indian customer needs and preferences.
A New Campaign with a Focus on Informed Choices:
To empower Indian car buyers, Citroën is launching the “Do What Matters” campaign. By partnering with Dhoni, a symbol of informed decision-making and success, Citroën aims to empower Indian car buyers to make the right choices when selecting a vehicle that aligns with their individual priorities.
Developed by Leo Burnett, Mumbai, the campaign will be broadcasted on various platforms including OTT, TV, print media, social media, and outdoor advertising.
The campaign will unfold in three phases:
Phase 1: Launch of Citroën Team Dhoni: A nationwide “Team Dhoni” initiative will utilize special edition cars to travel across 26 cities, generating excitement for the upcoming T20 World Championship.
Phase 2: Team Dhoni Edition Vehicles: Exclusive C3 and C3 Aircross SUVs with unique “Team Dhoni” features will be launched in June.
Phase 3: TV Commercial and On-Ground Activations: A television commercial featuring cricket legend MS Dhoni will be complemented by on-ground activations and social media campaigns.
Citroen Reaching a Wide Audience
By leveraging cricket imagery and partnering with MS Dhoni, a highly recognizable figure in India, Citroën aims to connect with local preferences and generate interest among Indian consumers. The upcoming launch of special edition C3 and C3 Aircross models with Dhoni-inspired cosmetic changes will further amplify this strategy. The success of the “Do What Matters” campaign will be closely watched, with the potential to solidify Citroën’s position in the Indian market.