i10 gets a 'benevolent imaginary hand' for a great life
The new TVC for i10, conceived by Innocean, depicts how the i10 becomes a means of acquiring a 'great' life
Ananya Saha | Delhi | June 13, 2012
Hyundai Motor India (HMIL) has launched its new TV commercial for the Next Gen i10 featuring superstar Shah Rukh Khan. Khan is supported by Manajari Phadnis who plays the female lead. The TVC is built around the theme of 'The world is on your side when you drive an i10', and shows how 'good things' happen to SRK as soon as he gets into an i10.
Announcing the launch of the TVC, Arvind Saxena, Director - Marketing & Sales, HMIL, said, “The i10 has been one of our most successful cars. With the new commercial we want to reiterate the message that the i10 continues to be a preferred choice with competition nowhere close to it in styling, features or mileage.”
The i10 operates in a heavily crowded segment with intense competition from the likes Micra, Renault Pulse, Beat, Ritz, A-Star to name some. The i10 is the frontrunner in sales in the segment as well as in mileage. The objective of the 2012 campaign is to project the brand's superiority in the premium compact segment in terms of product performance, styling and attitude.
The storyline revolves around the 'good' things that the i10 brings to its owners. As SRK starts driving the car, he gets great company in the form of Manjari next to him. And the weather that was looking ominous also begins to turn sunny as he drives along. The theme has been explained with the help of a “benevolent imaginary hand” that makes Khan's luck turn good. As he drives on in his i10, the benevolent forces around him step in magically at the right time to make things go his way as he moves on in his journey.
The commercial depicts how the i10 becomes a means of acquiring a life that is great.
Vivek Srivastava, Joint MD of Innocean Worldwide, the agency for Hyundai, said,“The entire brief seems simplistic yet it was a very challenging one in the light of the current market dynamics. The core strategic intent is to grow the brand's constituency of youngsters who seek a pronounced style quotient and are full of joi de vivre and reinforce the proven superiority of i10 in a relatable fashion using brand ambassador SRK. Hence there is a marked move towards an enabling role for the brand in the protagonist's/user's life.”
“The creative idea put forth by the agency looks at an interesting portrayal that shows the i10 not just as a harbinger of good times. The key aspect was to play up the brand's goodwill and amplify the imagery around i10 in an endearing fashion. The presence of SRK in the communication gives it just the performance leverage too,” said Saurabh Dasgupta, Executive Creative Director, Innocean Worldwide.
The primary idea was conceived by Deepak Choudhary, Creative Group Head at Innocean. “It looks at building an aura of likeability around the brand that draws the benevolent forces around us to act in concert to help the good tidings roll,” said Choudhary.
The campaign would entail a high visibility presence in digital, TV, print and OOH.
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