Citroën India has unveiled its new brand campaign, ‘Shift Into The New’, featuring cricket legend MS Dhoni as its brand ambassador.
The campaign signals a new phase in Citroën’s evolution in India, one aimed at transforming the French automaker into a progressive, customer-focused brand built for the modern Indian lifestyle.
Conceptualised and executed by creative agency alterType, the campaign encapsulates Citroën’s renewed identity, blending European design sensibilities with Indian expectations of comfort, technology, and dependability.
Through a series of high-impact films and digital activations, ‘Shift Into The New’ presents the brand’s core values, composure, precision, and performance, embodied by Dhoni’s calm, confident, and relatable persona.
The campaign highlights Citroën’s refreshed product lineup, including the C3X, Basalt X, and Aircross X, each presented with individual narratives to appeal to distinct customer mindsets. The C3X carries the tagline “All Ways On,” while the Basalt X and Aircross X are presented as “Thrill bhi. Style bhi.” and “Har Moment Ka Boss,” respectively. Together, they showcase Citroën’s focus on dynamic design, technology integration, and enhanced comfort for Indian consumers.
This marks Citroën’s second major campaign featuring MS Dhoni, following its successful ‘Do What Matters’ campaign during the ICC T20 World Cup in 2024. Both campaigns position Dhoni as the face of Citroën’s evolving brand voice in India, authentic, composed, and forward-looking, resonating with audiences across age groups and geographies.
Sharing his perspective on the campaign, Siddharth Loyal, Co-Founder and Managing Director, alterType, said, “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.”
Off the field, Dhoni continues to be one of India’s most enduring and trusted brand ambassadors, with a portfolio that reflects balance, credibility, and strong connection with everyday India. His endorsements span Arth by Emcure, Asian Footwears, House of Biryan, ACKO, Gulf Oil, Mastercard, Swaraj Tractors, Zed Black Agarbatti, and Dettol. His collaboration with Citroën adds a new dimension to his commercial appeal, aligning with brands that embody reliability and integrity, qualities mirrored in Citroën’s identity.
The new campaign is part of Citroën’s broader ‘Citroën 2.0’ strategy, which focuses on product upgrades, customer experience, and deeper market localisation. The brand now achieves up to 98 percent localisation across its models produced in India, underlining its long-term manufacturing and R&D commitment. Citroën has already invested over ₹5,300 crore in its Indian operations and is on track to expand its sales and service network to over 150 customer touchpoints by the end of 2025.
MS Dhoni’s association with Citroën serves as a natural alignment with the brand’s values of reliability and composure. His calm leadership and proven track record mirror Citroën’s approach to engineering comfort and trust, qualities that resonate strongly with Indian buyers.
Set to run across television, digital, and social media platforms, ‘Shift Into The New’ positions Citroën as a bold, design-forward, and family-friendly automotive choice. The campaign marks a strategic step toward making Citroën a mainstream contender in India’s fast-evolving mobility landscape, appealing to a generation of drivers ready to embrace what’s next.
