After a great response for its first ad in its Brilliant Moments series, car major Hyundai has come up with a second film that delivers a powerful message resonating with the country’s sentiment of patriotism. The first ad in the series had already crossed 100m views in just 17 days.
The new film, titled ‘Duty’, revolves around the unwavering pride of a Hyundai Santro owner towards a newly commissioned Army officer. Seeing the officer getting late to duty, the Santro owner goes beyond his way to ensure the Army man reaches his destination on time.
“The film is a testament of Hyundai’s spirit of serving its consumers, partnering them, enabling them in their life’s journey,” said Arjun Modayil, Executive Director, Innocean Worldwide India. He said, “With this film, we are definitely keeping the emotional momentum going for brand Hyundai. With the ‘Duty’ film, we are definitely touching a newer set of emotions of patriotic pride for the selflessly serving men in the uniform.”
The writer of this evocative film is Rajesh Bhardwaj, Creative Director, IWI. It plugs into the right set of values and emotions to deliver an overwhelming message for an added thrust to the campaign momentum. Bhardwaj said, “The idea in this film is to accentuate the respect we Indians have for the armed forces who serve the nation selflessly. The co-protagonist in the film echoes this sentiment loud and clear as he enables a young officer to fulfil his call of duty. And the brand Santro is the quintessential enabler in all this, ever present yet so subliminal.”
Elaborating on the brand connect, Bhardwaj added, “The character of Rawatji our co-protagonist in a sense represents the core values of Hyundai Santro of reliability and trust that remain unchanged after two decades.”
20 years ago, Hyundai embarked on a journey with the launch of the Santro in the India market. This film allows the audience to get a glimpse of this most loved Hyundai car, bringing back nostalgia, feelings of love and pride.
Anushina Rajesh, GM, Innocean Worldwide, said, “With the Brilliant Moments campaign, we have intended to bring back lived moments and loved experiences with Hyundai cars and also get consumers to share their own special memories with the brand. This film is special because it shows how Hyundai has added and enabled lives of not just the owners but so many more around them. Hyundai salutes the armed forces and also the undying spirit of serving the nation among scores of Indians.”
With Independence Day and the anniversary of the Kargil war coming up, this film is sure to touch the patriotism chord with many. “Within a day of launch, the film has already garnered over four million views on digital media. Going further we will see a lot more engagements and responses of an unprecedented nature for the brand Hyundai,” said Abhishek Chhabra, GM Digital Services, at Innocean.
Agency: Innocean Worldwide India
Sr. ECD: S M Talha Nazim
Sr. CD: Rajesh Bhardwaj
Executive Director: Arjun Modayil
General Manager: Anushina Rajesh
Client Servicing: Neetu Gour, Arjun Shankar
Planning: Madhavi Karunakaram Guha, Sr. GM, Account Planning and Strategy, Mohit Gosain
Digital: Abhishek Chhabra, Pallavi Devdas
Director: Gajraj Rao
DOP: Bijitesh De
Producer: Subrat Ray (Code Red Productions)
Music Director & Singer: Anand Bajpai
Sound Engineer: Vipul Patel & Deepangshu Roy
Client: Hyundai Motor India
Sr. General Manager & Group Head
Marketing: Puneet Anand