There’s a fresh breeze blowing through Citroën India’s chevron-lined corridors, and it smells faintly of filter coffee, cricket, and creative reinvention. The French automaker, known for its chic comfort and baguette-level sophistication, has handed the keys of its brand narrative to alterType, an independent creative powerhouse. The result? A campaign called “Shift Into The New” — an energetic, India-first evolution that promises to make Citroën less of a Parisian guest and more of a neighborhood favorite.
🧭 A Frenchman Finds His Indian Accent
Citroën’s new campaign doesn’t just showcase cars — it showcases a shift in mindset. Under the sharp creative wheel of alterType, Citroën’s range — the C3X, Aircross X, and Basalt X — has been repositioned as smart, design-forward companions for Indian families who want substance with style.
Siddharth Loyal, Co-founder and Managing Director, alterType said, “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 films dive into the rhythms of Indian life — the morning chaos, the weekend getaways, the chai breaks — all seen through Citroën’s design lens. The result? A brand that feels comfortable, intelligent, and unmistakably desi-cool.
🏏 Captain Cool Meets Captain Comfortable
Bringing the right mix of calm composure and class to the driver’s seat is none other than MS Dhoni, Citroën India’s brand ambassador and living embodiment of “Shift Into The New.”
The campaign’s message — of quiet confidence, control, and intelligent motion — fits Dhoni like his favorite glove. Whether it’s a helicopter shot or a highway curve, Dhoni and Citroën both deliver style that doesn’t shout — it drives.
🚗 Three Cars, Three Vibes, One Big Shift
Each model in Citroën’s Indian lineup gets its own catchy personality:
- C3X – “All Ways On”: For the multitasker who treats the expressway like a second office.
- Basalt X – “Thrill bhi. Style bhi.”: Because power dressing now extends to your car.
- Aircross X – “Har Moment Ka Boss”: For the one who insists on playlist control and panoramic comfort.
Together, they form the stylish trinity of Citroën’s new India playbook — less “bonjour,” more “boss move.”
💬 From Campaign to Culture
According to Kumar Priyesh, Business Head and Director – Automotive Brands, Stellantis India, the campaign is “about redefining what it means to drive a Citroën in India — to make every journey not just smoother but smarter.”
With fresh visuals, relatable humor, and a design language that’s part Paris, part Pune, “Shift Into The New” isn’t just selling cars — it’s selling a feeling.
From TV screens to Instagram Reels, the campaign is everywhere — proof that Citroën has gone from speaking softly in French to thinking loudly in Indian.
Because in 2025, sophistication doesn’t need a translator — just a steering wheel that smiles back.
