Hyundai India has released its second film to celebrate its 20th year in the country.
Conceptualised by Innocean Worldwide, this film takes a trip down memory lane of an army major. It opens at the induction ceremony, where the newly admitted officers ask the major about his first posting. The major tells them it was at Kargil and then narrates the story of how a man helped him get there on time after the engine of his train gave way.
The story is about a man who gave up his own job interview and drove the army officer to Kargil because he believed that his duty was to make sure that he serves those who serve the country.
Arjun Modayil, executive director, Innocean Worldwide India, said, “The film is actually a testament of Hyundai’s spirit of serving its consumers, partnering them, enabling them in their life’s journey. 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.”
Rajesh Bhardwaj, creative director, Innocean Worldwide India, 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.The character of Rawatji our co-protagonist in a sense also represents the core values of Hyundai Santro of reliability and trust which remain unchanged even after two decades.”
Anushina Rajesh, GM, Innocean Worldwide, added, ”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. With this film Hyundai salutes the armed forcesand also the undying spirit of serving the nation amongst scores of Indians.”
The film was released on 17 July.
It follows the first film which celebrated relations within a family.