Kia India believes surviving in #TheUrbanWilds easier than handling bae

Sonet, Kia India unveiled the new Sonet with a new proposition – The Wild. Reborn. Kia India has also introduced Adas Level 1.0 in the new Sonet.

To promote the new Sonet, Kia India released a campaign comprising 7 digital films, titled “#TheUrbanWilds”, with each film showcasing a feature. Translating the proposition, The Wild. Reborn. These digital films are a take on the tales from the urban jungle and how the new Sonet aims to empower users to maneuver through situations that are typical of city driving. These films are targeted towards Gen Z customers who live in the moment and want to enjoy the most of it.

Commenting on the campaign, Shakti Upadhyay, Head, Marketing and PR - Kia India, said, “In the era of attention economy, short and concise messaging is preferred. But we feel that attention spans are not inherently short; rather, it's about the relevance of the story being told, prioritizing connection over a mere sales pitch. Just like this one from our long-form content series for The new Sonet crafted for the young & dynamic ones who thrive on hustle yet live life to the fullest.”

The campaign is conceptualised by Innocean India. Santosh Kumar, COO – Innocean India, said, “We wanted to break away from the traditional approach and bring something fresh to the table. We figured that if a story is told interestingly, audiences will lend an ear despite the duration of the content. We also wanted to experiment with today’s audience that’s known for shorter attention spans and mindless scrolling, and with #TheUrbanWilds campaign, our thoughts resonated with Kia India and its audience.”

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