Citroën × MS Dhoni
Celebrity Endorsements · 2023
Last updated:
Summary
Citroën is a French automobile brand owned by Stellantis.
ITW Universe was responsible for onboarding Mahendra Singh Dhoni as a brand ambassador for the brand.
The brief
The main aim of Citroën was to establish a strong presence in the Indian market and create brand awareness about French automobiles known for their reliability, performance, and affordability.
What ITW Universe did
ITW Universe facilitated the campaign by onboarding MS Dhoni as a brand ambassador. The campaign was launched in the lead-up to the T20 World Cup, with a teaser ( building hype and interest). Indians associate MSD with the T20 World Cup whether he is playing or not, building on this ITW Universe created a Dhoni Citroën team campaign to get fans more engaged. He also known for being a dependable captain in India matched Citroën's strategy to reinforce the commitment to the Indian Market.
Results
The brand launched the “Citroën Team Dhoni” campaign encouraging fans to support the Indian Team during the T20 World Cup. The campaign was promoted through various media channels to maximize reach and engagement.The campaign enhanced brand visibility and recognition, with the Citroën Team Dhoni video on YouTube receiving over 11 million views in just 10 days.
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