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Citroën India and MS Dhoni Unite in ‘Do What Matters’ Campaign to Celebrate Cricket and Consumer Values

Chennai, 05 June 2024 – Citroën, the renowned French automaker, has launched its latest campaign, “Do What Matters,” with cricket legend Mahendra Singh Dhoni as the brand ambassador in India. This innovative campaign merges the excitement of cricket with Citroën’s commitment to delivering vehicles that meet the needs and preferences of consumers, emphasizing the importance of making informed vehicle choices.

Blending Automotive Excellence with Cricket Fervor

The “Do What Matters” campaign aims to bring together fans in support of the Indian Cricket Team during the T20 World Championship. Citroën introduces the Team Dhoni Edition, a special range of C3 and C3 Aircross SUVs inspired by the legendary cricketer. This initiative reflects Citroën’s dedication to consumer-centric values, combining sophistication, substance, and reliability.

Campaign Kick-Off: Citroën Team Dhoni

The campaign will begin with the Citroën Team Dhoni, a nationwide initiative designed to rally fans for the Indian Cricket Team. Citroën Team Dhoni cars will travel across 26 cities in India, gathering cheers and spreading the spirit of India’s World Cup triumph. This phase aligns with the evolving consumer preferences for vehicles that offer both style and practicality.

Special Edition Vehicles: Team Dhoni Edition

In June, Citroën will unveil 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, catering to his fans across India. The Team Dhoni Edition embodies Citroën’s brand philosophy and the essence of their brand ambassador, providing a unique and appealing option for consumers.

Comprehensive Campaign Strategy

The campaign will include a compelling TV commercial starring Dhoni, showcasing his dedication to the “Do What Matters” ethos. The campaign will be executed by Leo Burnett, Mumbai, and amplified across OTT platforms, TV, print, social media, YouTube, Google, OOH, and on-ground activations, ensuring a broad reach and significant impact.

Citroën’s Commitment to Consumer Values

Shishir Mishra, Brand Director of Citroën India, expressed his enthusiasm for the campaign, 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.”

Join the Celebration

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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