CITROËN INDIA has rolled out its latest brand campaign, “Shift Into The New”, created in partnership with its agency of record, alterType. Fronted by brand ambassador MS Dhoni, the campaign blends Citroën’s global design philosophy with the evolving aspirations of Indian consumers, highlighting calm confidence, precision, and performance.
With this initiative, Citroën seeks to move beyond its niche European perception and cement its place as a modern, family-focused brand in India. The campaign spotlights the refreshed positioning of its portfolio: the C3X, Aircross X, and Basalt X; presenting them as stylish, smartly engineered cars designed around the needs and sensibilities of Indian families.
Running across television, digital, and social platforms, the campaign introduces distinct expressions for each model: C3X (All Ways On), Basalt X (Thrill bhi. Style bhi.), and Aircross X (Har Moment Ka Boss), a media release said.
Stellantis India business head and director – automotive brands Kumar Priyesh said, “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.”
alterType co-founder and managing director Siddharth Loyal added, “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 help 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.”
