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
Aditya Birla Fashion & Retail reshuffles top deck; Nikhil Modha to take over as CFO
Phased transition sees Marco Agnolin head OWND!, Nikhil Modha lined up as CFO as company readies next growth leg
MUMBAI: Aditya Birla Fashion & Retail is redrawing its leadership map, lining up a new generation of executives across key roles as it prepares for its next phase of growth.
The company has named Suraj Bahirwani as chief executive (designate) of Pantaloons, effective April 1, 2026, with a full transition to the top role slated for October 1, 2026. He will also be designated as senior managerial personnel.
A two-decade veteran of the Aditya Birla Group, Bahirwani joined as a group management trainee in 2002 and has since held a string of leadership roles across retail and manufacturing. His resume spans stints at Aditya Birla Retail, a tenure as chief operating officer of Pantaloons, and most recently, head of global sales at the group’s cellulosic fibres business, where he drove international expansion and strengthened value-added portfolios.
Academically, he holds a PhD from the University of Mumbai, a postgraduate management diploma from SP Jain Institute of Management and Research, and is a chartered accountant. Over the years, he has picked up multiple chairman’s awards, including distinguished achiever, exceptional contributor and accomplished leader.
The transition at Pantaloons will be staged. Incumbent chief executive Sangeeta Tanwani will continue until September 30, 2026, steering the handover before moving into an advisory role to the managing director from October 1, 2026. She is set to retire on January 31, 2027, at which point she will step down as whole-time director and key managerial personnel.
Alongside, the company has brought in Marco Agnolin as chief executive of OWND! and senior managerial personnel, effective April 6, 2026. Agnolin arrives with over three decades of global experience, having held senior roles at Inditex, where he helped expand Zara in Italy, and later served as chief executive of Bershka and Diesel. His track record spans fast fashion, brand turnarounds and youth-focused retail.
On the finance side, Nikhil Modha has been appointed chief financial officer (designate) and senior managerial personnel from April 1, 2026. He will assume full charge as chief financial officer and key managerial personnel from January 1, 2027.
Current chief financial officer Jagdish Bajaj will oversee a phased transition until December 31, 2026, before retiring and stepping down from his roles.
The reshuffle signals a calibrated succession plan rather than a sudden overhaul, with the company staggering exits and appointments to ensure continuity even as it refreshes leadership across verticals.
As Aditya Birla Fashion & Retail juggles legacy brands and new-age formats, the message is clear: steady hands for the present, sharper ones for the future—and no pause in the push for scale.
