Citroën India has launched its latest brand campaign, “Shift Into The New,” created by its agency of record, alterType. The campaign represents a bold new chapter for the automaker, positioning Citroën as a design-led, customer-centric brand that resonates with modern Indian lifestyles and sensibilities.
Link: https://www.youtube.com/watch?v=elDGCLCdGvM
Featuring brand ambassador MS Dhoni, the campaign highlights Citroën’s lineup – C3X, Basalt X, and Aircross X SUVs – as smart, design-forward vehicles crafted for Indian families. It bridges Citroën’s global sophistication with India’s unique aspirations, focusing on precision, control, and performance while reflecting comfort and innovation.
Siddharth Loyal, co-founder and Managing Director, alterType, said, “Shift Into The New isn’t just a campaign-it’s a statement of who Citroën is today. We wanted to help the brand evolve its voice into one that’s confident, modern, and human, engaging drivers with purpose and authenticity across every touchpoint.”
The creative approach blends practicality and aspiration, showcasing driving as an experience that combines emotion and intent. The campaign spans TV, digital, and social platforms, introducing distinct identities for each model – C3X (All Ways On), Basalt X (Thrill bhi. Style bhi.), and Aircross X (Har Moment Ka Boss) – each celebrating agility and design excellence through an Indian lens.
Kumar Priyesh, Business Head and Director – Automotive Brands, Stellantis India, added, “This campaign reflects our commitment to innovation and the evolving needs of Indian drivers.”
