When a company chooses to go beyond the obvious, it skips typical campaigns and decides to start a conversation. The most recent collaboration between Citroën India and Bollywood’s most lovable couple, Riteish and Genelia Deshmukh, does just that. At a time when originality is the new luxury, Citroën is marketing differently. At a time when every brand is chasing momentary social media trends, Citroën takes a bold detour, choosing long-format storytelling that complements the uniqueness of its new launch, the Basalt SUV Coupé.
Citroën has partnered with Curly Tales India to present a never-before-seen content series, ‘Drive, Drama, Aur CARA’, combining everyday life, celebrity charm, and the thrill of the open road. And with this campaign, Citroën perfectly captures the essence of its tagline, “Thrill Bhi. Style Bhi.”
Thrill Bhi. Style Bhi. – The Perfect Road Trip Story
In an industry where car brands often rely on short, flashy creator collaborations and product reviews, Citroën has chosen a different road. Rather than doing quick influencer videos or impersonal advertisements, Citroën opted for a long-form content series, “Drive, Drama, Aur CARA”, one that tells a story, showcases the Basalt’s many features naturally, and builds an emotional connection with audiences.
Enter Riteish and Genelia, the quintessential Indian couple who effortlessly share slices of their life online. Their chemistry, humour, and warmth have already made them household favourites, and now, they’re taking fans along for an impromptu road trip adventure with Citroën Basalt. Their road trip in the new Basalt is so fun and light-hearted that every viewer wishes they could be in the passenger seat.
The Basalt’s AI-powered co-passenger, Cara, enhances the road trip’s appeal. By cracking jokes, finding nearby restaurants, keeping an eye on fuel levels, and providing navigational assistance, Cara not only makes the drive more convenient but also enhances the experience. This feature turns technology into a true travel companion and becomes a crucial part of the story.
No matter the distance, the Basalt’s Halo 360 Camera and Advanced Comfort Rear Headrest guarantee that you can see everything, feel supported, and travel comfortably. From Proxi-Sense Passive Entry & Push Start, which makes every drive effortless, to TropiCool ventilated seats that keep you comfortable in every season, the Basalt is packed with features that every driver dreams of.
Additionally, it has a First-in-Segment Speed Limiter and Cruise Control, which let you drive and cruise through the roads in style. With a top-notch tropicalised auto air conditioner, wireless charging, and a premium soft-touch dashboard inside, every trip is smooth and opulent.
And of course, there’s Cara, the Basalt’s smart voice assistant, your co-driver with a spark. From keeping you entertained and helping you navigate to ensuring your fuel lasts till the next pit stop, Cara keeps every drive fun, relaxed, and intuitive.
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A Campaign That Resonates
Discussing the campaign, Anil Shankar, Managing Partner, Digital Media, Starcom India, said,
“The partnership between Citroën, Publicis Content and Starcom reflects what’s possible when cultural storytelling and media intelligence work as one. Our approach was to build a strategic ecosystem where content and context reinforce each other with clarity and precision. By aligning the right talent, insight, and distribution, we ensured that the Basalt X narrative reaches audiences meaningfully and becomes part of their lives not just another campaign. That is the difference when strategy and storytelling move in lockset.”
Siddharth Loyal, Founder & MD, Alter type Creative Ventures summed up the campaign,
“From ‘a great SUV-Coupé’ to a true partner in journeys that demand intuition, planning, and intelligent assistance, we’ve reframed the Citroen BasaltX under our larger Shift into the New campaign. We collaborated with the Mashable & Starcom Team to harness the star power of Riteish and Genelia and highlight every design-forward detail of this first-of-its-kind SUV Coupé, from confidence of commanding the road to the ease of being guided by CARA, the smart, AI-driven intelligent co-passenger. This film is crafted to spark conversations and bring the thrilling and stylish Basalt X into the cultural spotlight.”
Far from the ordinary traffic of refined yet traditional car ads, the uniqueness and relatability of Citroën’s approach make this campaign a prime example of what the modern Indian audience consumes.
The brand has expertly blended technology, celebrity appeal, and realistic storytelling to create an emotion that appeals to all viewers. Finally, the end result is an impactful campaign that puts the joy of travel, freedom, and laughter ahead of marketing. Because sometimes, the most “unthinkable” travel experiences can feel the most genuine.
Cover Image Courtesy: Internal
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