alterType, an independent creative agency and the lead creative agency on record (AOR) for Citroën India, has launched the automaker’s latest brand campaign titled “Shift Into The New.” The campaign marks a strategic repositioning of Citroën India’s portfolio — featuring the new C3X, Aircross X, and Basalt X SUV — as smart, design-led, and customer-centric choices for modern Indian families.
“Shift Into The New” represents more than just a campaign — it’s a mindset transformation. Through this initiative, alterType reimagines Citroën’s French sophistication and design philosophy within the context of contemporary Indian life, aligning the brand’s promise of comfort, intelligence, and style with India’s evolving mobility landscape.
The campaign reinforces Citroën’s vision of offering comfortable, intelligent, and stylish mobility that transforms every journey into an enjoyable experience — now interpreted through a distinctly Indian lens.
Adding star power to this fresh direction, MS Dhoni, Citroën India’s brand ambassador, champions the “Shift Into The New” campaign. Dhoni embodies the brand’s values of performance, precision, and composure — mirroring Citroën’s commitment to thoughtful design and effortless performance.
With Dhoni at the forefront, the campaign deepens Citroën’s emotional connection with Indian audiences, rooted in trust, calm confidence, and quiet strength.
A creative shift that redefines the Citroën story in India
Since its entry into India, Citroën has been synonymous with comfort, innovation, and human-centric design. With Shift Into The New, alterType set out to evolve that perception from niche and European to mainstream and modern Indian. Sharing his team’s approach to the campaign, 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 creative philosophy draws from the rhythms of Indian life, where practicality and aspiration coexist, and where every journey carries meaning. Extending across TV, digital, and social platforms, introducing a refreshed brand language and distinct voice across Citroën’s lineup, comprising the C3X (All Ways On), Basalt X (Thrill bhi. Style bhi.), and Aircross X (Har Moment Ka Boss).
Each film celebrates a different dimension of motion – agility, energy, and control, while showcasing Citroen’s signature design, comfort, and technology, interpreted through a distinctively Indian lens.
“With Shift Into The New, we set out to redefine what it means to drive a Citroën in India. Every detail, from the interiors to the technology, has been designed to elevate the experience, making each drive more comfortable, and enjoyable. This campaign reflects our commitment to innovation and a distinctly modern Indian perspective, and we’re excited to engage with drivers who want more from every drive,” said Kumar Priyesh, Business Head and Director – Automotive Brands, Stellantis India
