Citroën, the leading French automaker, proudly unveils its latest campaign, “Do What Matters,” featuring cricket icon Mahendra Singh Dhoni as the brand ambassador in India. This groundbreaking campaign, a fusion of automotive excellence and cricketing fervor, embodies Citroën’s unwavering commitment to empowering consumers with vehicles that truly resonate with their needs.
The “Do What Matters” campaign will kick off with the launch of Citroën Team Dhoni, a nationwide initiative aimed at rallying fans to support the Indian Cricket Team during the T20 World Championship. In this exciting phase, Citroën Team Dhoni cars will journey across the country, gathering cheers and spreading the spirit of India’s World Cup triumph. This campaign aligns perfectly with the evolving consumer preferences for vehicles that offer both sophistication and substance. By harnessing Dhoni’s universal appeal and iconic status, the campaign beautifully underscores the importance of substance, excellence, and reliability.
Shishir Mishra, Brand Director of Citroën India, expressed his excitement, stating,
“At Citroën, we deeply understand our customers’ needs and are dedicated to delivering well-engineered cars that embody everything that truly matters to them. Cricket is a passion that unites India, and with Mahendra Singh Dhoni as our brand ambassador, we are confident that our message will resonate powerfully with consumers across the nation. This campaign aims to inspire customers to make vehicle choices that align with their values, reflecting Citroën’s ethos of transparency, reliability, and excellence.”
The campaign is planned in three phases:
Launch of Citroën Team Dhoni: Citroën India will kick off the campaign with a nationwide initiative aimed at rallying fans to support the Indian Cricket Team during the T20 World Championship. Citroën Team Dhoni cars will travel across 26 cities in the country to gather cheers for India’s World Cup triumph.
Team Dhoni Edition Vehicles: In June, Citroën will introduce the Team Dhoni Edition, a special range of C3 and C3 Aircross SUVs. These vehicles will feature exclusive decals and accessories inspired by Mahendra Singh Dhoni, designed to appeal to his fans across India. This special edition will embody Citroën’s brand philosophy and the essence of their brand ambassador, offering a unique and attractive option for consumers.
TV Commercial and On-Ground Activations: The campaign will cover 360 degree media including a compelling TV commercial starring Dhoni, highlighting his commitment to the ethos of “Do What Matters.” As the campaign progresses, the fervor for Team India will be amplified through various platforms, with fans expressing their support in numerous ways. These efforts will be complemented by on-ground activations, ensuring a dynamic and engaging campaign presence.
Link for TVC : https://youtu.be/o_coRF5FRwA
The “Do What Matters” campaign, executed by Leo Burnett, Mumbai and will be amplified across OTT, TV, print, social media, YouTube, Google, OOH, and on-ground activations, ensuring a widespread reach and a powerful impact.
Citroën invites everyone to join Mahendra Singh Dhoni and the rest of India in celebrating what truly matters—supporting our cricket heroes and making informed vehicle choices that reflect our shared values and aspirations. Let’s come together to honor excellence on the field and on the road.
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