Carmaker Hyundai Motor India has recently come out with phase 2 of its ‘Beyond Mobility’ campaign. As a part of it, Hyundai has installed a 30-feet ‘Namastey’ brand installation near the IGI Airport in New Delhi.
The uniqueness of the installation is that one hand resembles a robotic arm, while the other is a human arm, which stands for the progress made by the brand in technology fuelled by human intelligence.
Talking about the installation and the thought behind making such an element a part of marketing strategy, Virat Khullar, Group Head, Marketing, Hyundai Motor India, said, “Beyond Mobility is something we started end of last year, we did a 360-degree media campaign. In 2022, we are going to enter phase 2 of our ‘Beyond Mobility’ campaign with the installation that we have just put up in front of Delhi airport. This is a subset of our global vision which is progress. This is a fully integrated thought which started last year, which is a well-thought strategy.”
“For a brand that had a stronghold in India for the past 25 years, we wanted to set up some sort of iconicity that is linked to our brand and our love for India. While ‘Namaste’ itself is universal in nature, we added an element of robotic hands that symbolises advanced technology marrying with the human hand which shows human touch and this is obviously the thought for the future,” he added.
The ‘Namastey’ installation has started catching people’s attention and people are mentioning it on their social media posts.
@HyundaiIndia has set up a rather cool installation on the way to IGI in #Delhi. This is the #BeyondMobility piece that is a traditional #namaste with a futuristic twist where man and machine work as one! Love it! @ravis3010 @AnPuneet pic.twitter.com/Mn606U927d— Vikram Gour (@VikramGour) April 8, 2022
Since the installation is near Delhi airport, a crowded and busy place, it seems a little difficult for people to give it more time than a few seconds. Khullar said, “It's a physical element and it is hardly a matter of seconds for people to see it. In the last four days, we have received a great response and people have been taking selfies and posting them on social media. We didn’t put a car because that would have not caught many eyeballs, instead, we thought of this which is more attractive to people.”
The company is planning on having more such concepts lined up. It is planning to release behind the scenes videos and digital films behind the ethos of the two hands and is planning to have a 360-degree promotional plan for the campaign in the next 25-30 days.
Khullar also said that Hyundai majorly uses AI in targeted advertising as well as behavioural advertising as that is the latest consumer trend. He said, “With AI, you can use it for the targeted ad, behavioural ad, so we are using a lot of that primarily in the business side of things. We have a large follower base in India on our socials, so to keep them engaged and to get them to our KPI. I think behavioural targeting is something that we are most inclined towards.”
In March 2022, the company came up with a digital film with actor Shah Rukh Khan. The company is heavily investing in sustainability as well as planning to bring EVs to India.
In the coming months, the company plans to come up with more such strategies and they are also experimenting with Metaverse to give the consumers an overall experience and stay connected, as per Khullar.