Citroën may be struggling on the Indian market, with a further drop in sales in February 2025, but the French brand isn't giving up. Determined to strengthen its presence in India, Citroën has just launched a new advertising campaign in tune with local culture. On the occasion of Holi, a colourful festival celebrating the arrival of spring, the brand is highlighting its new SUV coupé, the Citroën Basalt.
A vibrant campaign in the colours of Holi
Citroën has unveiled a captivating commercial to celebrate Holi in India. Produced by ARTHA Animation in collaboration with the Alter Type agency, the film depicts a joyous celebration dominated by bright colours and smiles. Holi, which symbolises the victory of good over evil and renewal, is a perfect opportunity for Citroën to embrace Indian culture by highlighting the values of sharing and conviviality.
The commercial, directed by Milind Nandanwar, combines tradition and modernity, reflecting Citroën's philosophy. The Basalt is presented as a vehicle adapted to the daily life of Indian families, offering comfort and space. The video's dynamic animation and vibrant colours convey the energy of this celebration and reinforce Citroën's image as a brand that connects with people.
A warm and familiar brand image
With this new commercial, Citroën aims to develop an accessible and welcoming brand image. The video shows scenes from everyday life in which the brand's vehicles play a central role, not only as means of transport, but also as indispensable travel companions for moments of joy and sharing.
The Basalt is positioned as a rugged and comfortable family SUV, a natural fit for Holi celebrations. This strategy aims to strengthen the emotional connection between Indian consumers and the chevron brand, demonstrating that Citroën understands their needs and aspirations.
Despite a highly competitive Indian market dominated by local and Asian manufacturers, Citroën continues to invest to gain visibility and brand awareness. By associating its image with a popular festival like Holi, the brand hopes to reach a wide audience and strengthen its presence in India.
This new campaign is another step in Citroën's strategy to establish itself in India. By presenting its Basalt in a festive context and focusing on communication rooted in local culture, the brand shows that it has no intention of abandoning this promising market.
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