#InspiredByIndia digital campaign boosts Citroën’s brand awareness

The digital campaign was an integrated agency effort by Havas Creative, influencia, Mediacom and Adfactors PR

e4m by exchange4media Staff
Updated: Sep 11, 2019 2:48 PM

Citroën, part of the European auto conglomerate Groupe PSA, had launched a contest for the Indian market, #InspiredByIndia, as a brand immersion exercise in July 2019. The digital campaign saw an overwhelming response from participants, resulting in increased brand awareness and social media engagement. 

Using the brand tagline Inspired By You, participants got to showcase multiple Indian cultural elements resembling the Citroën logo (double chevrons) ranging from food, yoga, monuments, architecture etc. The campaign was driven by content created by influencers with the brand proactively engaging with user comments leading to multiplying conversations. A strategic partnership with Kalki Koechlin, an actress with French roots, drove over 2 lakh views in a span of three days, leading to increased engagement for the contest.

The campaign increased the Citroën follower base on Instagram and boosted the engagement rate on Facebook. This campaign helped raise awareness and love for Citroën in India with higher brand sentiments, the company said in a statement.

 Commenting on the contest, Roland Bouchara, Senior Vice President, Sales & Marketing, Citroën India, says, “We are thrilled to see the excitement for the Citroën brand from people across the country. The #InspiredByIndia campaign has resonated with the Indian audience and this contest allowed them to express their creativity using our logo. It also brings out the deep sense of culture and diversity, which is a unique facet of India. Citroën has been around since 1919 but still relatively unknown in India and so for us initiatives like this helps build the familiarity and gives us a platform to share the rich heritage and legacy of the brand. Our heartiest congratulations to the winners of this contest.”

The digital campaign was an integrated agency effort by Havas Creative, influencia, Mediacom and Adfactors PR.

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