Havas Creative India has been given the integrated communication mandate for Citroe?n, owned by European auto major Groupe PSA. The mandate includes creative, social, digital and reputation management.
It is believed that the business was awarded without a pitch after Havas Creative went through multiple rounds of meetings and presentations with the team at Citroe?n.
Globally, Citroe?n is handled by Traction, a dedicated unit within BETC Paris which is owned by the Havas Group. But this did not mean that Havas Creative winning the business in India could be taken for granted, according to an industry source. Havas Creative India will now work closely with Traction on the brand. Citroe?n will be using its global ‘Inspired by You’ proposition in India as well.
Citroe?n makes its debut in an auto market currently dominated by Suzuki and Hyundai, the number one and two brands, which have a combined 70% share, according to media reports.
And while its first car won’t launch before end 2020, the Indian auto market is currently in the throes of a slump. Sales in the passenger vehicle segment declined 17.07% in April 2019 compared to the same period last year, according to the latest figures from industry body the Society of Indian Auto Manufacturers (SIAM).
India has traditionally proved to be a tough market for many global brands to crack: Peugeot and more recently General Motors have exited the country.
Speaking about the launch and the decision to pick Havas Creative, Citroe?n India senior vice president of sales and marketing Roland Bouchara said: “India is a key focus market for the internationalisation initiative of PSA Groupe.
Citroën is a truly international brand present in 90 markets with 1.05 million sales in 2018 and a strong history. It’s a French brand, which in 2019 celebrates its centenary. The brand is well known for its iconic cars and award winning commitment to motor sport. It provides the right brand values and products for Indian consumers.
“Havas Creative’s consumer-centric approach has made us believe that they are the right partner for us. We are confident this partnership will enable us to launch the Citroën brand in India and create awareness amongst our local target audiences.”
Havas Group India CEO Rana Barua added: “Over the last three decades Citroe?n and the Havas group have shared a beautiful and legendary partnership, in building this Iconic brand which has resulted in stellar and memorable work. We are proud to get an opportunity to partner brand Citroe?n a successful international brand in the dynamic Indian automobile market, with our “Together” strategy that encompasses simplicity and effectiveness.”
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