Conceptualised by Innocean Worldwide, the campaign celebrates the occasion with some interesting and touching stories
BestMediaInfo Bureau | Mumbai | December 26, 2016
Hyundai Motor India Limited touched the figure of seven million rollout on November 21, 2016, becoming the fastest car manufacturer in India to achieve this number. To commemorate the occasion, the auto giant has come up with a campaign that celebrates not only the seven-million milestone but also tells some interesting and touching stories.
Conceptualised by Innocean Worldwide, the campaign consists of two commercials. The first one features an army officer’s wife, with two hyper active children, planning a surprise visit to her colonel’s hideout in her Hyundai Creta. The second one shows a young executive narrating the role reversal in his life with pride as to how his dad seeks out his car keys nowadays to show off his son’s Grand i10 to his friends. All films end with the main protagonist thanking Hyundai for enabling such moments. For an added punch, there is a cameo by SRK in these films reiterating the fact that Hyundai is the facilitator for 7 million happy stories.
“The year-end period invariably sees car companies tom-tom their offers using TV. We thought this accorded an opportunity for Hyundai to strike an emotional chord with the consumers. That is what the creatives were given as the launch pad for their ideation,” said Madhavi Karunakaram Guha, Sr GM Account Planning, Innocean Worldwide.
Elaborating on the core idea behind the campaign, Talha Nazim, Sr ECD, Innocean Worldwide, said, “The brief was to celebrate the rollout of the seven millionth car by Hyundai in India. While that was a reason to celebrate, it was a pretty inward reason. We wanted to add scale and EQ (emotional quotient) to it and to thank our seven million customers instead who had placed their trust on us. Thus was born the idea of ‘Celebrating seven million cars with seven million happy (customer) stories’.”
“We expect this campaign to not just enhance the emotive bond with consumers but also differentiate the year-end communication by our prestigious client Hyundai from the milieu of deal-oriented communication most brands resort to,” added Arjun Modayil, Executive Director, Innocean Worldwide.
The campaign will run till the end of the year with a thrust towards, TV, print and digital/ social media.
Agency: Innocean Worldwide Communication Pvt. Ltd.
Senior ECD: Syed Mohammed Talha Nazim
Creative Team: Dev Mehta, Sammy Ghai, Amit Sharma
Account Management: Anushina Rajesh, Neetu Gour, Deepika Dhawan, Arjun Shankar
Production House: Little Lamb Films
Director: Bauddhayan Mukherji aka Buddy
D.O.P: Manikandan Velayutham
Producer: Vishal Patel