Hyundai has rolled out the latest variant of its hatchback i20, labelled Elite i20. An integrated campaign conceptualised by Innocean Worldwide is promoting the launch. Part of this campaign is a TVC.
The James Bond-style film opens with the protagonist being targeted by a sniper from a roof top. A lady manning the operation watches his every move on a giant screen, as he jumps from one building to the next. She tells the gunman to shoot, but asks him to aim at the legs. He walks out of a building and picks up a ringing public phone. The lady tells him, “You can't just walk away. You have to compromise. There is no choice.” He walks away saying, "I always have a choice, to un-compromise.” After fighting off three men who confront him in a parking lot, he drives away in a red i20 Elite. The lady orders her men to chase, tracking his movement through his mobile. He evades them all and ends victorious, forming the words ‘I QUIT’ on the screen in the process. A voice over introduces the new i20.
Vivek Srivastava, joint managing director, Innocean Worldwide, said, "Our team at Innocean worked on the brief in a ground-up fashion trying to piece together a new algorithm for this brand and its target audience. This launch campaign is not about a TVC rather it’s about a ‘Cinemercial’ with a large dose of attitude that has a high likeability factor.”
Smriti Chawla, client services director, Innocean Worldwide, added, “There were extensive qualitative studies carried out to understand the mindset of the segment loyalists and their motivations. A look at the buying patterns revealed that there was an element of compromise felt by this lot with respect to compact sedans or small SUVs. Capitalising on this we positioned this car as one beyond all hatch-backs."
Koustuv Chatterjee, ECD, Innocean Worldwide, said, “Our intent was to create a protagonist imagery that’s sharp and edgy. It went beyond the usual niceties into a daring perspective signifying an approach to life and choice of the car as well wherein there are no compromises. Hence the brand tagline – Un-compromise.”
A 60-second edit of the film went on air on 11 August. The 100-second film will be used in cinemas and on digital media. The campaign will also have print and OOH legs.
Brand: Hyundai i20
Creative agency: Innocean
Executive creative director: Koustuv Chatterjee
Senior creative director: Dev Mehta
Art director: Bhaskar Choudhury
Client servicing team: Smriti Chawla, Romita Chatterjee
Executive director: Arjun Modayil
Production house: Bang Bang Films
Director (film): Alexander Paul
DOP: Paul Meyers
Produced by: Roopak Saluja, Chahna Rupani, Vaishakhi Mehta, Susanne Porzelt
Music director: Gregory Caron