Citroën and Dhoni rally support for India during T20 WC

Delhi: Citroën, the French automaker, unveiled its latest campaign, "Do What Matters," featuring cricketer Mahendra Singh Dhoni as the brand ambassador in India. 

The "Do What Matters" campaign will kick off with the launch of Citroën Team Dhoni, a nationwide initiative aimed at rallying fans to  support the Indian Cricket Team during the T20 World Championship. 

Shishir Mishra, Brand Director of Citroën India, expressed his excitement, 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." 

The campaign is planned in three phases: 

Citroën India will kick off the campaign with a nationwide initiative aimed at rallying fans to support the  Indian Cricket Team during the T20 World Championship. Citroën Team Dhoni cars will travel across 26 cities in the country to gather  cheers for India’s World Cup triumph.  

In June, Citroën will introduce the Team Dhoni Edition, a special range of C3 and C3 Aircross SUVs. These  vehicles will feature decals and accessories inspired by Dhoni.

The campaign will cover 360 degree media including a TV commercial starring  Dhoni.

The "Do What Matters" campaign, executed by Leo Burnett, Mumbai and will be amplified across OTT, TV, print, social media, YouTube,  Google, OOH, and on-ground activations.