MUMBAI: A million journeys, a million stories and now Hyundai wants to hear yours, with prizes in tow. To celebrate a decade of Creta-fuelled adventures, Hyundai Motor India has shifted into nostalgia mode with a nationwide digital contest called ‘Creta X Memories’, inviting owners and fans to share their fondest moments with the SUV that has logged over 1.2 million sales since its 2015 launch.
Whether it’s that monsoon road trip gone sideways, the family’s first highway holiday, or a parking-lot proposal, Hyundai wants your story and maybe a photo or video to prove it. The rules are simple: pen down your Creta memory in 150 words or more and email it to cretamemories@hmil.net before July 31, 2025.
The best entries will win some rather enviable perks. Top storytellers get to meet brand ambassador Deepika Padukone, while others drive off with prizes like Apple iPhones, exclusive vouchers, and Creta merchandise. Select heartwarming tales will also be featured on Hyundai’s social media, taking your Creta story from garage to grid.
According to HMIL AVP & vertical head of marketing Virat Khullar, this isn’t just a contest, it’s a tribute to the emotional mileage the SUV has racked up. “Creta isn’t just a vehicle, it’s a symbol of aspiration and emotional connection for over a million Indian families,” he said.
Ten years on, Creta remains more than just four wheels and a badge. It’s a photo album on wheels, a road trip playlist, and for many, a trusted co-pilot through life’s big and small milestones. ‘Creta X Memories’ puts that sentiment in the spotlight, celebrating not just a product, but the people who made it iconic.
So if your SUV’s seen it all from dhol-filled baraats to roadside breakdowns this might be your moment to take the driver’s seat in Hyundai’s hall of fame. And maybe, just maybe, score a selfie with Deepika too.
MUMBAI: Sony Liv has fired the opening serve on the clay courts of Roland Garros 2025 with a blockbuster line-up of brand partnerships. Streaming the Grand Slam Live from 25 May to 8 June, the platform has drawn an ace set of sponsors across automotive, aviation, tech, and lifestyle.
Hyundai Motor India, Lufthansa, and Oneplus have come aboard as co-presenting sponsors, lending global muscle to the tournament’s Indian presence. Dezerv joined as a co-powered by sponsor, while Sansaar (a D’Decor brand), Disney Adventure (Disney Cruise Line), and GHA Discovery entered the mix as partner sponsors.
Sony Liv continues to court India’s premium digital audience with a tournament that has earned cult status among sports fans. The 2025 edition sees the return of star athletes including defending champion Carlos Alcaraz, current World number one Jannik Sinner, Novak Djokovic, Iga Swiatek, Aryna Sabalenka, and India’s Rohan Bopanna pairing with Adam Pavlasek in doubles.
“Round-the-year premium sports content and prestigious tournaments have been at the core of Sony Liv’s sports strategy since inception. It plays a critical role in engaging the affluent, premium-mass audience for our SVOD as well as AVOD audience”, said Sony Liv head of ad revenue Ranjana Mangla. “Roland Garros attracts one of the most affluent audiences at scale, an essential segment of the addressable market for major advertising categories”.
Hyundai Motors India AVP & vertical head marketing, Virat Khullar added, “Our association with Sony Liv for Roland-Garros reflects our commitment to bringing premium sports experiences to discerning viewers. This collaboration goes beyond sponsorship; it’s a testament to our dedication to sportsmanship and elevating the audience experience”.
Echoing the sentiment, Lufthansa Group head of marketing, south Asia, southeast Asia, Pacific, Sng Ju Stephanie stated, “This partnership with Sony Liv not only strengthens our connection with sports enthusiasts in India but also reinforces our commitment to offering premium, meaningful experiences to travellers across the globe”.
Roland Garros 2025, now Live on Sony Liv, promises to serve up high-octane drama and a grand slam of brand integrations as advertisers target tennis fans in a premium, high-engagement environment.
Mumbai: Hyundai Spotlight, the platform known for its innovative musical creations, is thrilled to announce the release of its 5th song- “Laike Gaddi”, a mesmerizing love story brought to life through music.
This enchanting composition narrates the heartwarming journey of love portrayed by the charismatic Jassie Gill, and his love interest, the talented Veera Takker. Set against the backdrop of vibrant Punjab, the song captures the essence of romance, longing, and the triumph of true love.
Jassie Gill, a household name in the world of Punjabi entertainment, effortlessly embodies the passion and fervour of his character, delivering a performance that is both soulful and captivating. His portrayal of the smitten protagonist resonates deeply with audiences, evoking a range of emotions with every note.
Reflecting on his thoughts, Jassie Gill shares, “Hyundai Spotlight is a great initiative and being a part of their exhilarating journey gives me immense Joy. It’s beautiful song that touches the soul, and I am grateful for the opportunity to lend my voice to such a lovely narrative.”
Veera Takker, a rising star with a soulful voice, shines bright in her portrayal of the introverted yet enchanting Veera. Through her emotive performance, she brings depth and authenticity to her character, captivating listeners with her talent and charm.
Veera expresses her excitement, stating, “Working on this song has been a dream come true for me. Collaborating with such esteemed artists and being a part of Hyundai Spotlight’s journey has been an enriching experience.”
Hyundai Motor India AVP & vertical head, marketing, Virat Khullar shared, “Hyundai Spotlight continues to showcase unique musical creations and promote emerging talent across the country. Our collaboration with rising music artists underscores our commitment to providing a platform for them to collaborate with renowned musicians, exhibit their talents, and foster artistic growth. Hyundai Spotlight embodies our shared vision of pushing creative boundaries and delivering unparalleled musical experiences to audiences throughout the region. We are confident that Hyundai Spotlight will inspire many young artists to create music that resonates deeply with both themselves and their audiences.”
Business head & SVP, UMG for Brands, India, and South Asia Preeti Nayyar stated, “I am delighted to witness the collaboration between Hyundai Spotlight and popular, much-loved artists like Jassie Gill, and Veera Takker. This partnership not only reflects our commitment to innovative storytelling but also underscores the power of music to transcend boundaries and connect with audiences on all level.”
Hyundai Spotlight in collaboration between Hyundai Motor India Ltd. and Universal Music India (Universal Music Group for Brands, India), is a ground-breaking music series that celebrates exceptional musical talents from around the world. Through powerful collaborations, innovative compositions, and captivating performances, Hyundai Spotlight supports emerging and established artists, celebrating the richness and diversity of music.
Mumbai: Sony LIV, India’s premier destination for international tennis tournaments, reaffirms its commitment to delivering top-tier tennis action to Indian audiences as it now streams the highly anticipated Roland-Garros. Following the conclusion of the Australian Open, Sony LIV is poised to provide unmatched excitement starting as top players from around the globe converge on the clay courts of Paris.
The OTT platform has established dominance in the tennis streaming realm by securing exclusive rights to major Tennis Grand Slams, capturing 83 per cent of OTT Tennis viewership in India. With a strong focus on Connected TV users, accounting for 55 per cent of its tennis viewership, Sony LIV has solidified its position as the leading platform for tennis enthusiasts. Offering unparalleled coverage of prestigious events like the Australian Open, The Roland-Garros, The U.S Open, Davis Cup and ATP Masters. Sony LIV has emerged as the top choice for tennis fans seeking high-quality streaming experiences.
With Hyundai and Johnnie Walker Refreshing Mixer non-alcoholic onboard as the co-presenting sponsor, along with Dezerv, NoBroker.com & Ultratech as partner sponsors, and Rolex, BMW and Redbull also onboard, Sony LIV aims to enhance viewer experiences and deliver premium sports content. This collaboration reflects Sony LIV’s dedication to providing unparalleled tennis coverage.
This is not all! Sony LIV is revolutionizing live sports coverage by offering 10 streams, including seven court feeds and two world feeds. At 8 pm, viewers can enjoy additional commentary options in Hindi, Tamil, and Telugu, enhancing inclusivity and engagement among fans of diverse linguistic backgrounds. This initiative sets a new standard in sports broadcasting by ensuring no action is missed and catering to a wider audience base.
Sony LIV’s dominance in the digital landscape signifies a commitment to top-tier sports entertainment. With strategic partnerships driving excellence, viewers can now enjoy thrilling tennis matches with Djokovic, Swiatek, and more. Brace for an epic showdown like Djokovic vs. Swiatek, while India’s Bopana shines on the global platform. Stay tuned for intense battles and unforgettable moments that redefine sports streaming!
Sony LIV head ad revenue Ranjana Mangla:
“At Sony LIV, we’re deeply grateful for the partnership with Hyundai, Dezerv, Johnnie Walker Refreshing Mixer Non-alcoholic, NoBroker.com, Ultratech, Rolex, BMW and Redbull for the Roland-Garros 2024. This collaboration not only elevates the viewing experience for tennis fans worldwide but also provides our partners with unparalleled exposure to a highly engaged audience. We are glad our sponsors benefit from extensive brand visibility and association with one of the most prestigious events in tennis, enhancing their reach and engagement with their target audience. Together, we’re committed to delivering unforgettable moments and creating lasting memories for tennis fans around the globe.”
Hyundai Motor India AVP & vertical head, marketing Virat Khullar:
“At Hyundai, we are constantly evolving with different formats to connect and communicate with the audience. Our partnership with Sony LIV for the Roland-Garros underscores our commitment to engage with discerning audiences and deliver premium sports content through digital platforms. Tennis in India is a mass yet premium sport and Hyundai exemplifies this philosophy. This collaboration represents more than just a sponsorship; it embodies the spirit of sportsmanship and our shared vision of enhancing the sports-viewing experience for our audience. We strongly believe our partnership will yield great potential for us to engage with people across geographies and delight tennis aficionados this season.”
Don’t miss a moment of the excitement at the Roland-Garros, streaming exclusively on Sony LIV!
Mumbai: Hyundai Motor India Ltd (HMIL) proudly announces the launch of Hyundai Soirée, an exclusive customer engagement initiative tailored especially for customers of the all-electric Hyundai IONIQ 5. Crafted to celebrate the remarkable success of Hyundai’s flagship EV model – IONIQ 5, the plush event aimed to foster a community of like-minded individuals who are united by a shared passion for innovation, style, and excellence.
Hyundai Soirée sat to immerse customers in a meticulously fashioned engagement experience to cater to the sophisticated IONIQ 5 clientele. The premiered event of Hyundai Soirée at Mumbai on 10 May 2024 entailed a gala evening featuring an exclusively curated dinner by renowned Indian chef Vicky Ratnani, captivating engagement activities, and a meet and greet with celebrated fashion designers Falguni and Shane Peacock and Hyundai senior management.
To further elevate the experience, HMIL will host four more Hyundai Soirée events across key cities, including Delhi, Bangalore, Hyderabad, and Chennai, throughout the year. These events aim not only to serve its premium IONIQ 5 customers better but also exemplify the company’s dedication to spreading joy and happiness amongst its customers across India.
Expressing his enthusiasm, Hyundai Motor India Ltd AVP & vertical head Virat Khullar said, “Hyundai Soirée embodies a blend of elegance and indulgence, crafting unforgettable experiences to our valued IONIQ 5 customers. It reflects our dedication to fostering a community of individuals who share a vision of sophistication and aspiration, leading the charge towards a sustainable future. Through Hyundai Soirée, we endeavour to connect deeply with our customers, enriching their ownership journey. At the event, participants delved into the essence of IONIQ 5, exploring its cutting-edge features and technology. They shared insights on its remarkable range, alleviating any concerns about range anxiety. Additionally, we showcased the new IONIQ 5 at the event and it received overwhelming praise. These invaluable insights guide us in refining our offerings, ensuring an unparalleled experience for our sophisticated IONIQ 5 customers.”
Expressing their enthusiasm on attending the premier event, celebrated designers Falguni and Shane Peacock, said, “It was a pleasure to be a part of the premier event of Hyundai Soirée. We had a great time interacting with IONIQ 5 customers and exploring the all-electric SUV, the Hyundai IONIQ 5. Our association with Hyundai is special as we share a common vision towards sustainable tomorrow and we look forward to having a long-term partnership with the brand through our fashion and integrations alike.”
Hyundai Soirée is deeply rooted in Hyundai’s global vision of ‘Progress for Humanity,’ which propels HMIL to constantly push boundaries and explore new territories in pursuit of delivering exceptional driving mobility experiences. With over 27 years of operations in India, HMIL has continuously redefined mobility, enriching the lives of customers through its products, services, and solutions driven by cutting-edge technology.
Since its launch in India in January 2023, the Hyundai IONIQ 5 has captivated the market with its technological marvels, redefining the electric vehicle industry. Boasting unparalleled design, technology, performance, and features, the IONIQ 5 has garnered overwhelming praise from both customers and critics alike, with over 1500 units sold in India to date.
Staying true to its commitment to enhancing customer experiences, HMIL is dedicated to developing a holistic EV ecosystem in India. As the sole OEM with the largest ultra-fast EV charging network in India, HMI is committed to expanding the EV charging infrastructure to 485 stations by 2030. Additionally, the company has announced its plans to introduce five new EVs by 2030, with the launch of its first mass EV in 2025.
Hyundai Soirée represents a significant milestone in its journey towards redefining customer engagement and satisfaction. As the Company continues to innovate and evolve, HMIL remains dedicated to delivering unparalleled experiences that exceed expectations and enrich the lives of its valued customers.
Mumbai: Hyundai Motor India Ltd. (HMIL), renowned for its innovative marketing strategies and customer-centric approach, proudly launches its latest multi-channel media campaign for Hyundai EXTER, ‘Dil mein Bas Jaye EXTER’. The campaign, featuring a series of six quirky films, aims to significantly enhance brand recall and generate buzz surrounding the EXTER while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40 safety features, Paddle Shifters, Sunroof, Cruise Control, Hill Assist Control, and more. The TVCs incorporate carefully curated regional nuances to resonate deeply with diverse audiences, ensuring a powerful and lasting impact transcending cultural boundaries.
These films are characterised by their unique and humorous storyline, with a common central character ‘Surya’, who embodies the spirit and features of EXTER in a convincing yet entertaining manner. This highly memorable approach to advertisement-making sets the campaign apart, ensuring a lasting impression on viewers.
Sharing his insights about the campaign, Hyundai Motor India Ltd AVP & vertical head of marketing Virat Khullar said, “The ‘Dil mein Bas Jaye EXTER’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about EXTER, these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai EXTER.
He added, “Besides the TVCs, we’ve developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the ‘Dil me bass jaye EXTER’ positioning digitally, maximising engagement and resonance, particularly among the Gen Z demographic. By extending the campaign’s reach to social platforms, we anticipate heightened participation and advocacy for Hyundai EXTER.”
The multifaceted campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. Targeted toward driving higher website visits and video views, the campaign will utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sports enthusiasts, and travel affinity audiences.
Since its launch in 2023, Hyundai EXTER has garnered phenomenal customer response and critical acclaim. Boasting over 100,000 bookings and capturing a remarkable 34 per cent segment share, EXTER has firmly established itself as a top choice in its category. Notably, the higher trims featuring enhanced convenience features, including a sunroof and Hyundai Bluelink Connected Car technology, have contributed to over 70 per cent of EXTER sales.
With 20 first-in-segment features and 9 best-in-segment features, Hyundai EXTER continues to elevate the aspirations of Indian customers. Over 38 per cent of EXTER buyers are first-time car buyers, with an average age ranging from 18 to 29 years. Furthermore, nearly 30 per cent of customers are influenced by pure word-of-mouth marketing, underscoring the high levels of customer satisfaction associated with the EXTER.
The ‘Dil mein Bus Jaye EXTER’ campaign represents Hyundai’s unwavering commitment to delivering innovative, customer-centric marketing initiatives.
Hyundai EXTER enthusiasts and prospective buyers can explore more about the campaign and the SUV’s features by visiting the official Hyundai website and social media channels.
Mumbai: Sony LIV has always been the one-stop destination for Tennis in India, the home for the major grand slams, and the place where lovers of the game unite. Tennis has been steadily gaining traction in the country, evolving into a hotspot for ardent admirers. Sony LIV once again is all set to bring excitement to the Indian Tennis community with the Grand Slam extravaganza – the Australian Open, fondly known as the ‘happy slam’, promising an exhilarating start to the year for fans.
The platform has partnered with Hyundai Motor India as the co-presenting and highlights sponsor, while Tourism Australia and ACKO joined as the co-presenting and partner sponsor respectively. Hyundai Motor India traditionally focused on TV advertising, has made its first foray into the digital arena, marking a notable shift towards the digital space for premium properties. The immense enthusiasm for the Australian Open in India has propelled Sony LIV to secure impactful partnerships with leading brands, resulting in these productive deals.
Being home to numerous international tournaments, Sony LIV has been instrumental in fostering a significant surge in viewership by providing fans access to the game on the go. 24 grand slam winner Novak Djokovic has now become a household name in the nation as he is set to illuminate the Melbourne Park. Nevertheless, he will encounter fierce competition from the rapidly emerging 20-year-old sensation, Carlos Alcaraz, who is swiftly making his mark in the world of tennis. This is not all, after a long three-year wait, India’s top-ranked Sumit Nagal’s notable inclusion in the Australian Open will promise more action and thrill to the Indian Audiences.
Will Coco Gauff script another fairy tale run to a major final? Could Iga Swiatek kickstart 2024 with a bang? Or will Aryna Sabalenka successfully defend her title? Sony LIV promises to bring you all breathtaking and edge-of-the-seat competition for a span of two weeks. With Djokovic, Alcaraz, Sabalenka, Swiatek, Sumit Nagal and numerous other players gracing the court, the platform invites fans across the country to hop in and indulge in their passion for the sport they love.
Sony LIV head ad revenue Ranjana Mangla:
We are excited to present the inaugural Grand Slam event of the year, the Australian Open, on Sony LIV, setting the stage for a year filled with enthusiasm. Our commitment is unwavering as we strive to engage with the Indian Tennis community, streaming a bouquet of prestigious tournaments, including the Australian Open, Roland Garros, US Open, Davis Cup, Laver Cup, and more. We gratefully acknowledge the ongoing support of our sponsors—some renewing their partnerships, while others join us for the first time. Each sponsor shares our passion for sports and is eager to connect with our affluent subscriber base, solidifying us as a strategic choice for their communications.
Hyundai Motor India AVP & vertical head, marketing Virat Khullar:
This collaboration between Sony LIV & Hyundai states a joint dedication to excellence and performance, reaching out to affluent audiences. Hyundai recognizes the potency of the digital realm and has seen a significant shift among consumers towards digital content consumption. Hyundai has been actively engaging with premium sports content on digital, acknowledging the influence of such content in capturing the right TG. The inclusion of Australian Open in Hyundai’s scheme of things is to convey powerful brand story to cord-cutters who are interested in premium sport like tennis.
Catch the Australian Open streaming live only on Sony LIV!
Mumbai: Hyundai Motor India announced an exciting and adrenaline packed collaboration with Red Bull for the inaugural Red Bull Urban Downhill. Red Bull Urban downhill is a high-speed mountain biking event wherein athletes engage in a downhill adventure course with various obstacles and high jump ramps along the course. The event is set to take place in Aizwal, Mizoram, in March 2024. This marks the first collaboration between Hyundai Motor India and Red Bull in India, bringing together the dynamic worlds of automotive innovation and extreme sports.
Commenting on the announcement, Hyundai Motor India AVP & vertical head, marketing, Virat Khullar said, “This association is the perfect amalgamation of Hyundai Motor India’s outdoorsy spirit with Red Bull’s energetic spirit. This partnership aligns with a common cohort that is enthusiastic, fun loving and outgoing. On a path to creating benchmarks with a new age audience, I am confident that ‘Urban-Downhill’ will mark a new chapter in our exciting journey.”
Renowned as one of the elite performers in the mountain bike 4X discipline, Red Bull Athlete Tomáš Slavík boasts a string of world titles that affirm his status among the cycling elite. Sharing his excitement about the groundbreaking urban downhill project in Aizwal, Slavík said, “I am thrilled to have been part of the first-of-its-kind urban downhill project in Aizwal. Exploring challenging routes and breathtaking views during my time there was truly exhilarating. The content is tailor-made for the Indian audience, igniting the spirit of adventure and undoubtedly inspiring young bikers. I eagerly anticipate the response to this video.”
Smriti Mandhana, the left-handed batswoman living the dreams of every young Indian, applauds the collaboration between two of her favourite brands, Red Bull and Hyundai. Witnessing Tomas effortlessly executing tricks during his downhill descent, she said, “The collaboration between Hyundai and Red Bull marks an exciting journey into the world of adventure. I am thrilled to see the incredible feats captured in the documentary, showcasing how Tomas Slavík’s skills seamlessly blend with the spirit of adventure. It highlights the prowess of both brands in pushing the boundaries of exploration.” Hailing from the Sangli district in Maharashtra, this Red Bull Athlete, like most youngsters in India, grew up dreaming of donning the country’s cricket colours.
Red Bull Urban Downhill, an extreme mountain biking sport, is an event that has been organised across various countries and has garnered high engagement from audiences across the globe with majority engagement coming from India on digital platforms for the event. Recognizing the growing fan base for mountain biking, especially in the Northeast region of India, Hyundai and Red Bull are excited to introduce this thrilling sport to Indian enthusiasts. The event, titled “Red Bull Urban Downhill Tlang Ruam, Aizwal,” aims to act as a catalyst for the sport’s growth in India.
Hyundai and Red Bull’s commitment to nurture the local interest in extreme sports is evident through the engaging content created in collaboration with Tomas Slavik, a celebrated mountain biking professional and a UCI 4X World Champion. Thomas recently visited India and created an engaging documentary. An engaging companion on this journey for Thomas was Hyundai’s Venue N Line which brings together the perfect balance of motorsport inspired styling and technology that add thrill to every drive. The documentary along with action clips will be shared on various social media platforms to generate excitement leading up to the Red Bull Urban Downhill Tlang Ruam, Aizwal slated to happen in March 2024.
Mumbai: A bit of a context on where we are. Hyundai in India has been a strong number to play over the last 25 years, we’ve been pioneering and doing a lot of new-age innovations in our cars, not only from a design point of view, making them more and more futuristic or cutting edge, but also getting in features and technologies that have wowed the Indian consumers. One of the biggest mantras that we ever had, is getting newer and newer, passive and active customer safety features in our cars. That could be the connected SUV we launched in 2019. That could be some of the new-age safety features we launched in the Creta in 2020. It’s coming in a lot of cars starting last year and coming into two more cars this year. But the aim ultimately is safety for all or democratizing safety across all 13 models of Hyundai in India. And I think the inflexion point came on the first of October this year when we took the bold and I think very progressive step of standardizing six airbags on 13 cars, each and every version that will be produced in India after the first of October. Also, at the same time, our flagship sedan the Hyundai Verna got a five-star global ncap safety rating, making it the safest sedan in the country. So, I think safety is one of the most important key buying factors for car consumers in India. Such progressive proactive steps actually give us the right positioning for the consumer to not only consider but also consume our product. So, it’s a good point, marketing came around and made a colloquial, nice campaign around it that not only touched. people from a World Cup point of view, but also ‘6 hai toh safe hai’, if it is six and it is a very simple USP that we have gone across mediums in our large campaign from the first of October.
Indiantelivision.com in conversation with Hyundai Motor India Ltd AVP & vertical head, marketing Virat Khullar.
Edited Excepts:
On conceptualising and strategising this campaign ‘6 hai tho safe hai’
We have actually gone on TV, digital and print, these are the three mediums that we chose on TV. It’s the largest chunk of our media mix that also covers other entertainment and news across the country We are principal partners on KBC and BIGG BOSS. For the ICC World Cup, we have taken CTV because that is a nice niche, premium audience that you can get at with high frequency and good recall. We’ve taken CTV on the ICC World Cup on digital, it is a strong top funnel and a performance running for about 45 days on the first week of October, including some impact takeovers that we’ve done on the print campaign. we have done some interesting strategic placements, we have taken the day after the India match, which is the sports page of the key dailies.
So, when the sports page covers the glorious stuff that India has done the previous night, we’ve got a half page below that says ‘6 Hai tho safe hai” and it’s very interesting. I would not say we have gone above a threshold, but we have gone on a threshold on TG and reached across three mediums and very decent recall coming at our showrooms as we speak. So, this is kind of envisaged result of the campaign making it more topical on cricket but running it across key mediums for us.
Was it that really thought-out strategy key and launched just as the World Cup was started
So, it’s both sides. It was supposed to be launched on the first of October; the World Cup was coming on the fifth of October. So, it was a coincidence that we came to know three months in advance, I would not say I came to know a month in advance. Around that time, we started to basically try to make it as topical as possible. Cricket will last 45 days it will not last beyond that. But in these 14 days, can we have a first-mover advantage and make it a very high recall campaign? So yes, the campaign was definitely strategized to make it as simple as to bring a smile to the consumer’s face and relate to what we are trying to say.
Any chances of making any more made-in-India vehicles for the Indian market
All our cars obviously are produced here, the Hyundai Verna was the first made-in-India product to get a global rating. That’s what happened on the first of October when the five-star adult and child safety occupant rating came for the first time on a Hyundai India-made car. That’s the only difference. But obviously, we have produced and manufactured 13 models from the country for more than 25 years.
On the current post-pandemic automobile market, the types of cars are most popular and are electric vehicles gaining prominence over traditional petrol and diesel cars
So it’s not correct for me to talk about the overall industry but what is important for us is that we’ve got the World Car of the Year 2022 Ionicq 5, which we launched in December last year, and basically brought to the market at the Delhi Motor Show in January 2023 This year we have got a very exciting response, it is the top of the line marquee product for us and the most expensive product in our portfolio, we have got a very strong consumer response, we’ve got a new segment of consumers coming in buying the product.
So, from our portfolio point of view, the Ioniq 5 which is one of our marquee, EV products, also has one of the most advanced features from low technology charging capabilities in less than 20 minutes range above 550 to 600 km. So, these kinds of full electric benefits Hyundai launched with Ioniq 5 in January this year. So, we are very happy with the response that we have got on the right product for India. I would not be able to comment overall on the EV market. But yes, for us the Ioniq 5 stories are a very bright spot by entering the right car at the right time in the Indian market.
On seeing a rise in car buying or vehicle buying post the pandemic
Yes, there is a very strong uptake in the overall industry post-pandemic there is no doubt about that. The market overall remains robust with almost eight to nine percent growth even this year. So, from that point of view, there is a good amount of consumption happening across the industry. Hyundai has also been doing very well on some of its marquee products like the Hyundai Creta, Hyundai Venue and even the Hyundai Verna. So, we are seeing stronger consumer consumption of fully loaded products also. So, things like automatic transmissions things like sunroofs are becoming a much higher percentage of our vehicle sales, which means that the consumer is looking at something beyond basic mobility they are looking at connected cars. We launched the first connected product in the middle of 2019 and they now have more than 4.2 lakh connected cars on the Indian roads which is the largest vehicle park since that time. So that means the adoption of a lot more features is coming in by the New Age Indian consumer, which is a very interesting trend that we are seeing from our product point of view.
On whether TV and digital help you reach a larger audience
Yes, today we are looking at TV helping us reach a larger audience. Some of the reach that is getting delivered by GEC specifically, is a large audience no doubt. But yes, we cannot ignore the ecosystems of CTV we cannot ignore the ecosystem of digital reach. But for us, TV is still the prime medium and we are getting a good resonance and reach coming from our TV buyers.
On your idea of an ideal mix of your marketing spent
We are looking at all our campaigns as being at least TV plus digital. The addition of a print or an outdoor comes depends on the scale of the campaign, but we will definitely have TV plus digital. In the very recent past we have done digital-only launches for the Hyundai Venue, we launched with a, very strong digital-only plan that has also had very decent success when the car was launched. It is a TV plus digital plan.
Digital today in the overall mix for my media is 29 to 30 per cent for this year. That is a strong number because we are still in a very high involvement category. Our spends on digital are very strongly top funnel and a little bit lesser on the bottom funnel. But, it’s a 29 to 30 per cent mix for this year. All plans are TV plus digital because we target different kinds of TGS and different kinds of frequencies on both sides. But it is obviously an integrated plan. But the aim is what will be the kind of property we will take on OTT, CTV and TV is something that is programmed based on the product we are launching, on the budget of the product that we are launching. But yes, it will remain TV plus digital always.
On the ROI on this campaign and reason behind choosing celebrities. So what is it to get more eyeballs into the campaign
I will take the second part of your question first, so from a celebrity point of view, we have brand ambassadors, but the ‘6 hai to safe hai’ campaign did not have brand ambassadors on mainline media. We took the support of Smriti, Jemimah, and Shafali who are the woman cricketers on their social feeds, specifically, but if you see the three TVCs it does not feature our brand ambassadors. We’ve gone strongly with the message and strongly with the topicality of cricket. From an ROI point of view without giving very specific numbers, I can only tell you that the click-throughs that we have got on this campaign or one of the highest. What is important to note is the positive sentiment, we measure positive sentiment through online reputation management. Due to the nature of the action, proactively standardizing safety on all our cars. We have got very good positive sentiment across social platforms. That simply means that the engagement is one of the highest on a corporate campaign we have seen so far.
A. Driving marketing metrics. It is giving me the returns on the campaign objectives you have taken.
B. It is driving conversations in showrooms.
It’s a good full-funnel impact that we see so far. In our highly cluttered market to have a campaign getting a full funnel response is very, very exciting. So yeah, you believe a simple message in a topical environment has given us good returns so far.
As you said safety is been the prime importance for all your vehicles, how does it resonate with your consumers
Safety, as I said in the beginning is one of the key bind factors for cars in India. This proactive announcement made by us over the new HP features on safety we have been launching on our cars actually just adds to the image of the brand in the country. My brand help metrics and my online monitoring tell me that being a safer car manufacturer across the range, democratizing Safety for all is actually adding a very good, positive sheen to the brand as, as I’m speaking right now because we are actually monitoring it on a week-to-week basis. You’re absolutely right, it has been 25 days into the campaign. I think a very strong action taken by the brand, and then the campaign delivering have a very strong reach and engagement to what you wanted to do. So yes, it’s exciting times. We had a very big launch in June and July with the extra new segment and the car is doing very well for us. We had the top-of-the-line, EV coming in January, which has given us some very positive cues on the EV side of things. And with the safety story getting an inflexion point on the first of October. We are in the right space from a consumer mind point of view.
Mumbai: Hyundai Motor India Ltd, India’s first smart mobility solutions provider and the largest exporter since its inception, unveils the country’s Largest Outdoor Installation made of LEGO bricks to showcase the dynamic Hyundai EXTER. This first-of-its-kind outdoor Installation is crafted for customers to reimagine and experience the Hyundai EXTER at Cyberhub, Gurugram. The month-long display is poised to captivate and engage audiences as it redefines Installation Marketing in the automobile industry. The extraordinary display intends to showcase Hyundai EXTER in a fascinating and engaging way and also provide a distinctive positioning to the brand’s “Think outdoor. Think EXTER” communication.
Hyundai Motor India Ltd’s vertical head, marketing Virat Khullar said, “At Hyundai, we are always in pursuit of new and innovative means that engage and excite our consumers. We are immensely excited to unveil this innovative outdoor LEGO Bricks Installation purely made of 3,02,406 LEGO Bricks by talented LEGO Artists and AFOLs (Adult Fans of LEGO). This installation takes centre stage in our Hyundai EXTER Launch Campaign, redefining outdoor marketing and brand connection.
Outdoor Installation Marketing has always been a key pillar to entice and connect with our consumers, effectively conveying the very soul of our brand. An example of this creative endeavour is our Outdoor LEGO Bricks Installation for Hyundai EXTER. With this new initiative, we are simply disrupting the take on outdoor installation, emphasizing “Think Outside. Think EXTER”
This Hyundai EXTER LEGO Bricks Outdoor Installation is completed in a small span of 4 Days, winning the Asia Book of Records and India Book of Records for the title of ‘Largest Hoarding made using LEGO Bricks’. A staggering 302,406 LEGO bricks have been expertly orchestrated to form this masterpiece, a testament to the passion and talent of 28 skilled LEGO Artists who have dedicated over 1200 Hours of creation. Adult Fans of LEGO (AFOLs), who are masterful LEGO Artists, have brought this vision to life, ushering in a new era of outdoor Installation. This endeavour is not only a testament to Hyundai’s commitment to pushing boundaries but also a record-breaking feat. The activation is on display from 19 August to 17 September 2023, at Cyberhub, Gurugram.
Hyundai EXTER stands as a symbol of modernity and exploration, designed to captivate the free spirit of India’s Gen MZ customers. “Think outside. Think EXTER”, the key brand communication, encapsulates the essence of wanderlust and exploration that drives this entry SUV. With striking design embodying a ‘Sensuous Sportiness’ identity, advanced technology, and segment-leading safety and comfort features, EXTER redefines benchmarks in its segment.
