MS Dhoni Confirms Association With Citroën India In Social Media Post

After months of speculation, cricket legend Mahendra Singh Dhoni has seemingly confirmed a paid partnership with Citroën India with a post on his social media. It is widely expected that the Super King will become the French carmaker's brand ambassador in India, just in time for the launch of the upcoming Basalt coupe SUV, Citroën's fourth vehicle in India. Sources have told Acko Drive that a formal announcement is expected later this week. In a Facebook post earlier today which is a paid partnetship with Citroën India, MS Dhoni said "Time to take the leap. It’s time to do what matters. I’m starting my own team!"

Although unconfirmed, several reports suggest that Citroën, a brand under the Stellantis umbrella, has secured a deal with Dhoni worth ₹7 crore for the initial phase. This collaboration will leverage Dhoni's immense popularity and inspirational status to strengthen Citroën's connection with the Indian market. Dhoni celebrated for leading the Indian cricket team to numerous victories since 2007, will significantly enhance Citroën's brand appeal in India.

Citroën entered the Indian market in 2021 with the C5 Aircross, followed by the C3, ë-C3, and C3 Aircross, achieving a cumulative sales figure of around 17,000 units. These vehicles are manufactured at the PCA Motor plant in Thiruvallur, Tamil Nadu.

Stellantis, formed from the merger of Fiat Chrysler Automobiles and the PSA Group, operates both the Jeep and Citroën brands in India. The recent appointment of Shishir Mishra as Brand Director for Citroën in February highlights the brand's commitment to the Indian market. Partnering with Dhoni is a strategic move to enhance brand visibility and consumer connection, a tactic also employed by other automobile brands in India, such as Hyundai with Bollywood actress Deepika Padukone and Maruti Suzuki with Bollywood actor Varun Dhawan.

In addition to his collaboration with Citroën, Dhoni recently invested in the Pune-based e-cycle start-up EMotorad and was featured in a TV commercial for the company.