alterType, an independent creative agency and Citroën India’s agency on record, appointed following a multi-agency pitch has launched the automaker’s new brand campaign, 'Shift Into The New'. The campaign aims to reposition Citroën’s lineup in India, including the C3X, Aircross X, and Basalt X SUV, as smart, design-led, and customer-focused choices tailored for Indian families.
This campaign represents a shift in Citroën’s approach by reinterpreting the brand’s French design philosophy through the lens of contemporary Indian life. The brand aims to connect more deeply with Indian consumers by aligning with their lifestyles and aspirations. MS Dhoni, the brand ambassador, features prominently in the campaign, supporting Citroën’s efforts to strengthen its presence and trust among Indian audiences.
Since its entry into India, Citroën has been associated with comfort, innovation, and human-centric design. With Shift Into The New, alterType sought to evolve this perception from a niche European brand to one that resonates with the mainstream Indian market.
Siddharth Loyal, Co-founder and Managing Director of alterType, commented, “'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 campaign is being rolled out across television, digital, and social media platforms, introducing a refreshed brand language and voice through distinct films for Citroën’s models: the C3X (tagline: All Ways On), Basalt X (Thrill bhi. Style bhi.), and Aircross X (Har Moment Ka Boss). Each film highlights different aspects of driving such as agility, energy, and control, while showcasing the brand’s signature design, comfort, and technology adapted for Indian consumers.
Kumar Priyesh, Business Head and Director – Automotive Brands, Stellantis India, 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.”
