Brands
Citroën shifts gears with alterType’s fresh spin
MUMBAI: Citroën India is shifting gears, and this time, the ride feels unmistakably homegrown. The French automaker’s latest brand campaign, Shift Into The New, crafted by independent creative agency alterType, infuses a refreshing Indian flavour into Citroën’s signature design-led sophistication.
As Citroën’s lead creative agency, alterType has been tasked with steering the brand into its next chapter, repositioning models like the C3X, Aircross X, and Basalt X as smart, stylish, and family-friendly choices for Indian consumers. The campaign captures the brand’s promise of comfort, intelligence, and modern mobility, retold through the lens of contemporary Indian life, where aspiration meets everyday ease.
Adding star power to the shift is MS Dhoni, Citroën India’s brand ambassador, whose calm confidence and precision mirror the brand’s philosophy. His presence deepens Citroën’s growing emotional connect with Indian audiences, reinforcing the blend of trust and quiet strength that defines both the cricketer and the carmaker.
“Shift Into The New isn’t just a campaign; it’s how Citroën communicates who it is today,” said alterType co-founder and managing director Siddharth Loyal. “We wanted to evolve Citroën’s voice from niche and European to confident, contemporary, and distinctly human.”
The multi-platform campaign, spanning television, digital, and social media, introduces a refreshed brand language across Citroën’s lineup, celebrating motion, energy, and control. Each film brings Citroën’s hallmark comfort and design to life with an unmistakably Indian spirit, showcasing how global sophistication can meet local sensibilities without missing a beat.
“This campaign captures our commitment to innovation and a modern Indian perspective,” said Automotive Brands, Stellantis India business head and director Kumar Priyesh. “It’s about making every drive more comfortable, more enjoyable, and more Citroën.”
With Shift Into The New, Citroën and alterType have done more than just launch a campaign, they’ve created a cultural crossover, where French finesse meets Indian flair, and every drive feels like home.
Brands
Goa Tourism draws strong trade interest at Satte 2026
Minister Rohan Khaunte backs year-round, responsible tourism drive
GOA: Goa Tourism wrapped up its participation at Satte 2026 on a confident note, reporting sustained engagement from domestic and international buyers at the Yashobhoomi Convention Centre.
The three-day travel trade exhibition saw the Goa pavilion attract steady footfall, following its inauguration by Gajendra Singh Shekhawat. Officials said the response reflected growing industry interest in the State’s shift towards regenerative and year-round tourism.
The delegation included Goa Tourism assistant director (tourism) Jayesh Kankonkar; Goa Tourism Development Corporation deputy general manager (marketing) Deepak Narvekar; and Goa Tourism assistant tourist officer Chitra Vengurlekar. The team held a series of B2B meetings with tour operators, travel trade representatives and destination management companies across key source markets.
Discussions centred on experiential travel, spiritual and cultural circuits, hinterland exploration, wellness, adventure tourism and off-season offerings: all aligned with Goa’s regenerative tourism roadmap. About 82 co-exhibitors, including hoteliers and DMCs, participated alongside the official delegation.
Minister for tourism Rohan A Khaunte, said the platform underscored Goa’s ambition to position itself as a progressive and resilient destination. The regenerative model, he argued, balances community interests, environmental safeguards and economic growth. Director of tourism Kedar Naik, described Satte as a crucial industry touchpoint, noting rising interest in Goa’s evolving tourism narrative beyond its beach image.
The pavilion received a participation memento in recognition of its active presence. Officials said the partnerships forged at Satte 2026 would bolster Goa’s competitiveness across domestic and international markets, as the State sharpens its pitch on sustainability, governance and community-led tourism.
