MUMBAI: alterType, an independent creative company, and the lead creative agency on record (AOR) for Citroën India – a mandate won in a multi-agency pitch, has launched CITROEN’S ‘Shift Into The New’, latest brand campaign.
This is aimed at repositioning the Citroën India lineup that includes the all new C3X, the Aircross X and the Basalt X SUV as smart, design-led, and customer-centric choices for Indian families. The brand campaign represents a mindset shift of reimagining Citroen’s design-led sophistication and the brand vision of delivering “comfortable, intelligent, and stylish mobility that makes every journey enjoyable”, through the lens of contemporary Indian life.
With this campaign, alterType positions Citroën as a brand that’s no longer just in India, but of and for India. Adding to this momentum, MS Dhoni, Citroën India’s brand ambassador, further endorsed Shift Into The New, embodying the spirit of performance, precision, and composure that defines the brand’s philosophy. With Dhoni at the forefront, the campaign strengthens Citroën’s connection with Indian audiences. A connection that is rooted in trust, calm confidence, and quiet strength.
A creative shift that redefines the Citroën story in India
Since its entry into India, Citroën has been synonymous with comfort, innovation, and human-centric design. With Shift Into The New, alterType set out to evolve that perception from niche and European to mainstream and modern Indian. Sharing his team’s approach to 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.”
The creative philosophy draws from the rhythms of Indian life, where practicality and aspiration coexist, and where every journey carries meaning. Extending across TV, digital, and social platforms, introducing a refreshed brand language and distinct voice across Citroën’s lineup, comprising the C3X (All Ways On), Basalt X (Thrill bhi. Style bhi.), and Aircross X (Har Moment Ka Boss).
Each film celebrates a different dimension of motion – agility, energy, and control, while showcasing Citroen’s signature design, comfort, and technology, interpreted through a distinctively Indian lens.
“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,” said Kumar Priyesh, business head, director Automotive Brands, Stellantis India.
