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MS Dhoni's New Innings As Citroen's Brand Ambassador In India
Citroen, the French automobile giant, has taken a significant step in boosting its brand image in India by roping in one of the country's most celebrated cricketers, Mahendra Singh Dhoni, as its brand ambassador.
The brand, under the Stellantis umbrella, has reportedly agreed to a deal worth INR 7 crore in the initial phase with Dhoni. This collaboration marks a notable effort by Citroen to deepen its roots in the Indian market, leveraging Dhoni's massive popularity and appeal.
Mahendra Singh Dhoni, who led the Indian cricket team to several victories since his captaincy debut in 2007, is not just a sports icon but a figure of inspiration across the nation. His association with Citroen is expected to enhance the brand's connection with the Indian audience.
Dhoni's illustrious career is decorated with several awards, including the prestigious Rajiv Gandhi Khel Ratna, Padma Shri, and Padma Bhushan, making him an ideal face for the brand.
The entry of Citroen into the Indian passenger vehicle segment was announced in April 2021 with the launch of the C5 Aircross. The company has since expanded its portfolio to include three more models - C3, eC3, and C3 Aircross, achieving a wholesale figure of around 17,000 units for these products. The vehicles are manufactured at the PCA Motor plant located in Thiruvallur, Tamil Nadu.
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Stellantis, formed from the merger of Fiat Chrysler Automobiles and the PSA Group, operates the Jeep and Citroen brands in India. The elevation of Shishir Mishra as the Brand Director for Citroen in February underscores the brand's focus on the Indian market.
This move to associate with Dhoni comes at a time when automobile brands are increasingly turning to high-profile celebrities to strengthen their brand visibility and consumer connection in India, as seen with Hyundai Motor India's partnership with Bollywood actress Deepika Padukone.
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