Safety features, fuel efficiency, and seamless connectivity are emerging as top priorities for discerning consumers when it comes to automobiles. Considering this, Citroën launched The ‘Do What Matters’ campaign whoch is all about making the right choices when selecting a vehicle.
Shishir Mishra, Brand Director, Citroën India discusses the rationale behind Citroën’s partnership with MS Dhoni, on deploying over 50% more money on the ‘Do What Matters’ campaign and more.
Edited excerpts
What led to the genesis of the campaign? What was the rationale behind choosing Mahendra Singh Dhoni for the campaign?
At Citroën we focus on comfort & well-being, performance, and style—attributes that truly matter to consumers. The ‘Do What Matters’ campaign is all about making the right choices when selecting a vehicle. Mahendra Singh Dhoni, fondly known as Captain Cool, epitomizes values of excellence and reliability, making him the perfect embodiment of Citroën’s ethos. Citroën and Dhoni share core values, with both entities focusing on delivering what truly matters. Citroën’s understanding of customer needs, coupled with its expertise in crafting well-engineered cars, advanced comfort, modern styling, and spacious interiors, perfectly complements this shared philosophy.
His passion for automobiles and his curated collection of purpose-driven vehicles further solidifies his role as the face of the campaign. Dhoni’s humility, relentless pursuit of excellence, and alignment with principles of innovation and sustainability mirror Citroën’s own values and aspirations, forming an unbreakable bond between the man and the brand.
Through this partnership with Dhoni, Citroën aims to resonate with the Indian audience by showcasing its dedication to delivering vehicles that are in sync with their values and needs, ultimately prioritizing what truly matters.
Can you outline the advertising and marketing spends for this campaign?
This campaign will have 360-degree media mix through the Citroen customer buying cycle. It will be backed with an extensive media plan ranging from TV, Connected TV, OOH, Print and Digital platforms. This campaign will also have an ongoing leg in conjunction with a Radio activation program to collect maximum cheers for a team ever done. We will be deploying over 50% more money on this campaign than what we did last year.
Take us through the media mix and media plan supporting the campaign.
The media mix and plan supporting Citroën’s ‘Do What Matters’ campaign are strategically designed to engage the audience effectively. The campaign unfolds in two phases: Announcement and Engagement. In the Announcement phase, Citroën Team Dhoni is introduced, igniting a nationwide movement to rally fans behind the Indian Cricket Team for the T20 World Championship. Led by Dhoni, this phase aims to build a massive fan base, both on-ground and online, supporting Team India to victory. The Engagement phase will be followed by a TV commercial starring Dhoni, emphasizing the brand’s ethos of ‘Do What Matters’ and coinciding with the peak of the cricket fever as fans intensify their support.
The media mix includes a 360-degree approach with components like TV commercials, on-ground activations, and the introduction of a special edition range named Team Dhoni Edition. This exclusive range of C3 and C3 Aircross SUVs is tailored to appeal to Dhoni’s fan base, featuring unique decals and accessories. The media plan encompasses various platforms such as OTT, TV, Print Innovation, social media, YouTube, Google, advertising, and on-ground activations. Through this comprehensive strategy, Citroën aims to capture the attention of the audience, establish a strong brand presence, and resonate with consumers by highlighting what truly matters in their offerings and engagements.
What were the results of this campaign? How was the ROI measured?
As the campaign unfolds, we’re thrilled to witness encouraging early outcomes. There’s been a notable surge in engagement, with audiences actively participating in the initiative. The ‘Team Dhoni’ movement is gaining momentum, marked by a steady increase in team membership. This positive traction speaks volumes about the resonance of our message and the enthusiasm of our supporters.
We’re currently tracking key metrics like website traffic, social media engagement, and new registrations to measure the campaign’s effectiveness.
The upcoming launch of a television commercial is expected to significantly boost reach and engagement, which will allow us to assess the overall ROI more accurately. We are expecting our website visits to considerably increase and also our Share of search to go up as we unfurl our campaign across media. Visits to our La-Maison showroom should also get an impetus and we have already prepped up our dealerships to welcome all in style.
Which media platform has provided the best return on investment?
Our digital videos starting with the team announcement with Dhoni and then the campaign manifesto has received tremendous response with 23.7 Mn views in just 6 days. Also, our innovation print campaign gave us a good boost where we announced our partnership for the victory of team India through a French window format. TV campaign has just kickstarted and we will have visibility through the world cup as well.
What are some market trends and consumer trends that you are observing at the moment? How is Citroën leveraging them?
In the heart of the Indian automotive realm, a remarkable transformation is underway, guided by the evolving preferences of consumers. Safety features, fuel efficiency, and seamless connectivity are emerging as top priorities for discerning consumers. This shift in mindset stems from a deepening recognition of the importance of safety and the desire for enhanced, interconnected driving journeys.
At Citroën, we stand at the forefront of this movement, steadfast in our commitment to substance over mere style. Our focus remains unwaveringly fixed on crafting vehicles that characterize the perfect fusion of comfort, performance, and trustworthiness. With a dedication to simplicity and practicality in car design, we aim to deliver what truly resonates with our cherished customers: a driving experience that is not only secure and reliable but also thoroughly enjoyable.
At Citroën, we are leveraging these trends to cater to the evolving needs of our customers. We have mandated all our cars to come equipped with 6 airbags as standard from second half of 2024, along with ISOFIX seat anchorage and rear seatbelt reminder. Our My Citroën app provides customers with personalized monitoring of maintenance requirements, ensuring that they are always up to date on the latest servicing needs. Our Citroën Advanced Comfort program is designed to provide a modern, 360° comfort experience, considering factors such as driving, living, functional, and mental comfort.
In tune with the growing enthusiasm for SUVs in India, fueled by their adaptability, luxurious comfort, and aesthetic appeal, we’re poised to meet this demand head-on. Our C5 Aircross SUV along with the latest offerings, such as the C3 Aircross SUV and the eagerly anticipated Basalt Vision SUV Coupe, are meticulously crafted to cater to these evolving preferences.
Moreover, sustainability takes center stage in our strategic vision, with the introduction of electric vehicles marking a pivotal milestone in our commitment to environmental stewardship. By aligning our initiatives with these prevailing trends and consumer inclinations, we are primed to seize burgeoning opportunities for growth in the Indian market. With every step we take, our imprint deepens, subtly shaping our position as innovators, poised to stimulate the automotive narrative in India.
How is Citroën standing apart from its competition?
Citroën embraces its esteemed French legacy, effortlessly intertwining distinctive design, top-notch performance, comfort, and unparalleled customer service. With a heritage spanning a century, we’ve quietly led the charge in suspension technology, reshaping the automotive landscape. Our legacy of innovation and unwavering standards of excellence empower us to craft innovative products and technologies, setting us distinctly apart from the rest.
Despite being new to the Indian market, our commitment to delivering exceptional value and products to our customers remains unwavering. Our Citroën Advanced Comfort program is designed to provide a modern, 360° comfort experience, considering factors such as driving, living, functional, and mental comfort. This comprehensive approach ensures that our customers enjoy a superior driving experience that is tailored to their unique needs.
Our distinct product portfolio caters to discerning consumers seeking alternatives to the mainstream, offering competitive pricing and exceptional value through our commitment to comfort and design. By combining our French heritage with local integration, we are able to provide products that are tailored to the Indian market while maintaining our commitment to quality and excellence.
At Citroën, delivering an outstanding customer experience is paramount. Whether online or in-person, we pride ourselves on providing seamless, tailored interactions. Our robust phygital dealer network enhances accessibility, while innovative marketing, service, and digital strategies ensure every interaction meets your needs precisely.
By establishing India as an export hub for Stellantis, we’re actively contributing to global sustainability efforts, expanding our reach while prioritizing environmental responsibility.