Seeking greater visibility in the huge Indian market, Citroën recently enlisted the services of India's biggest cricket star, Mahendra Singh Dhoni. A few days later, Citroën unveiled its new 360-degree campaign entitled "Do What Matters", marking the start of an ambitious partnership with cricket icon Mahendra Singh Dhoni. This campaign, which combines automotive excellence with the Indian passion for cricket, aims to unite Citroën and cricket fans to support the Indian team during the T20 World Cup.
Citroën thus underlines its commitment to offer vehicles that truly meet the needs of Indian consumers, and intends to make this clear. The "Do What Matters" campaign reflects this philosophy by encouraging consumers to make informed vehicle choices and put their preferences first. By capitalising on Dhoni's iconic status, Citroën underlines the importance of substance, excellence and reliability, values dear to the brand.
Shishir Mishra, Brand Director, Citroën India, expressed his excitement saying, "At Citroën, we deeply understand the needs of our customers and are committed to delivering well-designed cars that embody everything that is truly important to them. Cricket is a passion that unites them. In India, with Mahendra Singh Dhoni as our brand ambassador, we are confident that our message will resonate strongly with consumers across the country. "
A campaign in three phases
The "Do What Matters" campaign is planned in three phases. The first phase begins with the launch of Citroën Team Dhoni, a national initiative to rally fans to support the Indian cricket team in the T20 World Cup. The Citroën Team Dhoni vehicles will tour 26 cities in India to unite Dhoni fans and spread the spirit of India's World Cup triumph. This first phase will also give greater visibility to the brand's vehicles, which will be the stars of each tour in these 26 cities.
The second phase will see the launch of the Team Dhoni Edition, a special Citroën range that will be available in a few days' time on the C3 and C3 Aircross. These vehicles, with exclusive Dhoni-inspired decals and accessories, will offer a unique and attractive option to Indian consumers. This special edition embodies Citroën's philosophy and reflects the essence of its brand ambassador.
Finally, the campaign will be supported by a compelling television commercial featuring Dhoni, highlighting his commitment to the 'Do What Matters' philosophy. Fans will be able to express their support for Team India across multiple platforms, reinforcing the dynamic presence of the campaign. On-the-ground activations will complement these efforts, ensuring wide reach and impact.
In conclusion, with this "Do What Matters" campaign, which will be broadcast on all networks (TV, print, social networks, YouTube and even Google), Citroën aims to capitalise on Dhoni's huge popularity and hopes to increase its visibility and recognition among Indian consumers. In addition, the brand invites everyone to join Mahendra Singh Dhoni in celebrating what really matters: supporting cricket's heroes and making informed vehicle choices that reflect shared values and aspirations.
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