CITROËN INDIA #INSPIREDBYINDIA CAMPAIGN WINS 3 PRESTIGIOUS PLATINUM AWARDS AT AVA DIGITAL AWARDS IN TEXAS

Citroën India has won global recognition for its #InspiredByIndia integrated campaign at the annual AVA Digital Awards in Texas. The campaign won 3 prestigious Platinum awards in the category of Social Campaign, Social Engagement and Social Branding at the AVA Digital Awards in Dallas, Texas. Launched in July 2019, as a brand immersion exercise, #InspiredByIndia saw an overwhelming response from Indian consumers, resulting in increased brand awareness and social media engagement.

Taking the Citroën brand tagline of “Inspired By You” one step further, the campaign by Citroën India was led by a call to action for user generated content wherein participants got to showcase multiple Indian cultural elements resembling the Citroën’s ‘Double Chevron’ logo. Participants showcased these cultural themes in a number of unique ways such as food, yoga, monuments and architecture etc. A partnership with a renowned Bollywood actress Kalki Koechlin, who has French roots, helped drive over 2 lakh views in a span of three days, leading to increased engagement for the contest. The campaign was instrumental in increasing Citroën’s follower base on Instagram and helped boost the engagement rate on Facebook. Additionally, this campaign helped raise awareness and affinity with the Citroën brand in India. The Citroën digital campaign was an integrated agency effort by Havas Creative, influencia, Mediacom and Adfactors PR. Conceived in 1994, AVA Digital Awards USA is an international competition that recognizes excellence by creative professionals responsible for the planning, concept, direction, design and production of digital communication. Work ranges from digital campaigns – to audio and video production – to website development – to social media engagement – to mobile marketing. History of Citroën logo In 1900, André Citroën successfully utilised a patent for gears in the form of double chevrons, a symbol he then used in 1919, when he began to manufacture cars. Between 1921 and 1936, the oval was replaced by a hexagon on a blue background that highlighted the yellow chevrons, then the name Citroën was introduced. In the early 1930s, a parallel logo appeared, representing a swan sailing in Citroën rafters, to symbolize the new floating engines. By 1959, yellow chevrons protrude from a white ellipse and then in 1966, the name Citroën is integrated in a blue square. From 1985, to modernize the image of the brand, the rafters are now white and inserted within a red square. In 2009, the brands new logo features chromed and rounded chevrons in 3D, with Citroën inscribed in red underneath. It was refined further in 2016 when a 2D version inspired by a flat design, was unveiled. The Citroën brand At the heart of the automotive market, Citroën has been a popular brand in the noble sense of the word since 1919, with people and their lifestyles as its primary source of inspiration. This spirit is underlined by its “Inspired by You” signature and embodied by cars boasting unique styling and benchmark comfort. Citroën also stands out among mainstream carmakers by bringing its customers a singular experience, for example with Citroën Advisor and “La Maison Citroën”. In 2019, the Brand sold a million vehicles in more than 90 countries. NA