Campaign India Team
Aug 07, 2020

Haymarket SAC forays into Hindi language segment with What Car's YouTube channel

The channel will look to provide accessible, user-friendly information on vehicle purchases

Haymarket SAC forays into Hindi language segment with What Car's YouTube channel
Haymarket SAC has unveiled What Car? India on YouTube. The YouTube channel is Haymarket SAC’s foray into the Hindi language segment online.
 
Through this channel, Haymarket looks to break the clutter online by being a guide to cars and bikes for consumers across the country. It will offer accessible and user-friendly information on car buying and owning, as well as industry news to Hindi language viewers across the country. This is based on the insight that 54 per cent of online videos that Indians watch are in Hindi. 
 
What Car? India’s YouTube channel will be driven by the same rigour and professional approach that has made Autocar India, the country’s leading brand for car news and reviews.
 
The What Car? India channel will be anchored by Mugdha Mishra. Mishra has spent over 10 years covering the auto industry. She was previously with CNBC Awaaz and Bloomberg-UTV.
 
She said, “What Car? India will be a single source of credible information for consumers on car purchase. We aim to provide consumers a 360-degree view on all aspects of mobility solutions — starting from the buying decision and then during the entire ownership cycle. We will offer unbiased advice on service issues, financing solutions, and resale options, and help readers achieve the most out of their vehicles.” 
 
Mishra will be working on the channel with Renuka Kripalani, executive editor, video content, Autocar India and editor, Autocar Show.
 
“Autocar India’s slick, information-packed video content has been the benchmark for years now. We aim to set similar benchmarks in creating content in the Hindi language segment with What Car? as well, this time with a laser focus on consumer needs. In short, if you are looking to buy a particular vehicle, you can expect What Car? to deliver the complete lowdown on it,” said Kripalani.
 
Hormazd Sorabjee, managing director, Haymarket SAC, and editor, Autocar India, said, “Brands from the Haymarket stable are leaders in their respective verticals, both online and in print, and What Car? India will add another dimension to the company’s ‘digital-first’ growth trajectory. Video has become a window to the world for many Indians, and that includes car buyers across
the country. What Car India? perfectly dovetails into our digital-forward plan, and, under the able leadership of Mugdha Mishra and Renuka Kripalani, I see it becoming a go-to resource for Hindi language viewers."
 
Launched in 1999, Haymarket SAC is part of the Haymarket Media Group. Along with Campaign India, brands from its stable include Autocar India, Autocar Professional, PrintWeek and the Indian editions of Stuff and What HiFi? magazines.
Source:
Campaign India