Citroen revs up fan support for T20 World Cup with “Do What Matters” campaign featuring MS Dhoni

The central element of the campaign is the launch of "Citroen Team Dhoni," a nationwide program featuring specially designed Citroen cars touring 26 Indian cities.

The French automaker, Citroen India gears up for the ICC Men’s T20 World Cup 2024 with the launch of the “Do What Matters” campaign.

This multifaceted initiative aims to energise fans and rally support for the Indian Cricket Team.

The campaign centres on legendary cricketer, Mahendra Singh Dhoni, Citroen India’s brand ambassador. “Do What Matters” reflects Citroen’s dedication to providing vehicles that align with customer values and needs. The campaign connects with a broad audience by leveraging India’s passion for cricket.

The central element of the campaign is the launch of “Citroen Team Dhoni.” This nationwide program features specially designed Citroen cars touring 26 Indian cities, generating excitement and uniting fans behind the Men in Blue.

Citroen’s partnership with the former Indian cricket team captain is a strategic choice. Dhoni’s immense popularity and reputation for excellence mirror Citroen’s core principles of reliability, transparency, and exceeding expectations.

“Do What Matters” utilises a comprehensive media strategy encompassing television, OTT platforms, print media, social media (including YouTube and Facebook), Google, and outdoor advertising.

The campaign coincides with the introduction of the Citroen Team Dhoni Editions of the C3 and C3 Aircross SUVs. These special edition models boast design elements inspired by the legendary cricketer, catering to his vast fanbase.

Citroen, a brand with a rich heritage since 1919, is known for crafting automobiles, innovative technologies, and mobility solutions. The car manufacturers prioritise boldness and customer well-being, offering a diverse vehicle range – from the unique Ami electric city car to sedans, SUVs, and commercial vehicles, with many available in electric or plug-in hybrid options. A pioneer in customer service, Citroen operates in 101 countries with a network of over 6,200 sales and service points globally.

MSD is a familiar face in advertising campaigns, having previously appeared for brands like EMotoradEmcure Pharmaceuticals, Swaraj Tractors, AMFI, Orient Electric, CleartripEurogrip Tyres, and Etihad Airways.

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