In the dynamic world of automobile marketing, visibility and recall are everything—especially when launching a bold new vehicle in a competitive segment. Citroën, the globally renowned French automaker, has taken a high-octane approach for its latest launch, the Citroën Basalt, with a striking Out-of-Home (OOH) campaign across Mumbai.

From arterial roads to traffic-clogged junctions, Citroën’s latest SUV coupe is impossible to miss. The campaign reflects more than just media presence—it reflects intent, ambition, and a desire to dominate attention in India’s busiest metro city.

Why Mumbai? The Right Market for Maximum Impact

Mumbai is not just the financial capital of India; it’s also one of the country’s biggest automobile markets. With a population that’s always on the move and surrounded by advertising touchpoints, Mumbai provides the perfect testing ground for brand perception and product appeal.

With the Citroën Basalt positioned as a lifestyle SUV, it makes sense for the brand to target urban professionals, families, and car enthusiasts who prioritize comfort, style, and performance. The campaign captures attention across some of the city’s most high-traffic locations, including:

• Western and Eastern Express Highways

• Andheri, Bandra, Lower Parel, and Sion junctions

• Marine Drive and Nariman Point business corridors

• Near key malls, multiplexes, and auto retail hubs

Strategic Placement, Maximum Visibility

The OOH campaign for the Citroën Basalt is focused on targeted media positioning rather than sheer volume. Each billboard, unipole, and gantry has been strategically selected to maximize impressions from daily office-goers, local residents, and weekend leisure travelers.

Key placement features include:

✅ High dwell time zones where traffic ensures extended brand exposure
✅ Intersections leading to auto showrooms and test drive points
✅ Digital billboards with dynamic visual transitions for modern appeal
✅ Lighting-enabled hoardings for high visibility during night hours

This smart mix of traditional and digital OOH ensures Citroën is front and center—all day, every day.

Creative That Reflects the Brand’s DNA

The campaign visuals are sleek, confident, and powerful—just like the Citroën Basalt itself. The creative team has focused on showcasing:

• The muscular SUV-coupe silhouette

• Key performance highlights

• Premium design language

• Brand tagline aligned with “comfort that moves you”

Large-format hoardings bring out the details of the Basalt’s design language—its bold grille, striking LED DRLs, and coupe-like roofline. The messaging is minimal yet impactful, driving brand sophistication over product clutter.

Branding in Motion: Why OOH Suits Automobile Campaigns

Automobile advertising has always found a strong ally in outdoor media. When you’re trying to convince people to get behind the wheel of a new vehicle, seeing it in motion—or at least amidst urban movement—adds a layer of contextual desirability.

For Citroën Basalt, the OOH medium does more than create awareness—it places the car within the rhythm of city life. As consumers pass the campaign on their way to work or a weekend drive, the association between the vehicle and their lifestyle becomes natural and aspirational.

Elevating the Launch Narrative

This campaign isn’t just about showing off a new car. It’s about building brand momentum for Citroën in India. The brand has been gradually increasing its market presence, and with the Basalt, it signals a stronger, bolder ambition.

By choosing a city like Mumbai for this high-impact rollout, Citroën has amplified its voice in a crowded market. The campaign works as a launch extension, giving physical form to digital ads, test drive offers, and retail promotions.

Results That Speak Volumes

Early indicators from the OOH campaign suggest:

• Increased dealership inquiries in Mumbai and surrounding areas

• Higher brand searches and social media mentions of “Basalt”

• Improved consumer perception of Citroën as a serious player in the SUV segment

The integration of smart visibility planning with high-quality creative has helped position the Basalt as a car that stands out—and stands for something.

MyHoardings: Driving Outdoor Impact

At MyHoardings, we enable automobile brands like Citroën to roll out targeted OOH strategies that fuel product launches, improve brand recall, and drive footfalls at the dealership level.

Whether it’s vehicle branding, premium LED displays, or metro corridor campaigns, we provide end-to-end solutions to put your vehicle in the spotlight—where it belongs.

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