Citroën India has rolled out a campaign to highlight its 'dark editon' offerings for Citroen Basalt, Aircross And C3.

The campaign consists of an ad film.

The film opens with the Citroën dark edition in a dimly lit, minimalist studio. A slow, revolving camera captures its blacked-out detailing, tech-forward dashboard, signature lighting, and refined interiors. As it glides, a voiceover begins: “Darkness gets a bad name…” Each feature is paired with visual metaphors - swirling dark coffee, melted dark chocolate, a mic stand evoking dark comedy. All these representations were layered with the line: “But think about it, has darkness ever let you down?” The car continues to rotate, commanding attention. The voiceover closes: “This is where the Citroën Dark Edition fits in - blacked out, smooth and confident... Here's the brighter side of dark.” The final frame lingers on the Citroën to spotlight its quiet power and luxury.

What we think about it: The film is a poetic and visually restrained celebration of all things dark, using clever metaphors and a confident voiceover to reframe darkness as a symbol of elegance and strength. Its slow, revolving treatment adds to the allure, making the storytelling feel smooth, stylish, and powerful.

The campaign was rolled out on 12 April.