Hyundai has rolled out a campaign to mark the fourth year of association with ICC as an Official Partner. The TV campaign conceptualised by Innocean Worldwide is being supported by print, digital and activations.
The film features a family, dressed in blue, driving in a blue car to watch a T20 World Cup match, accompanied by a jingle on the theme ‘Blue by Heart’. Enroute, they encounter kids and working professionals playing cricket, all in blue. The film ends in a ‘Hyundai Fan Park’ with the crowd erupting in cheers as Dhoni effects a stumping. A super reads, ‘Join us at our nearest Hyundai Fan Park’, Hyundai Blue by heart’.
Arjun Modayil, executive director, Innocean, said, “Blue by Heart is a very emotional idea at its core, but treated in a young, exuberant manner which is quintessentially Hyundai. It began last year with Champions Trophy and this year we are taking it to the next level.”
Smriti Chawla, CSD, Innocean, added, “ Blue by Heart is born out of Hyundai’s belief in bringing brilliant moments to life across driving experiences, sports associations and life’s bright moments.”
Saurabh Dasgupta, ECD, Innocean, said, ”the TVC, is based on a simple concept with a spirited track that amplifies the effect of cricket in a cricket crazy nation: the entire country is turning blue the colour of Hyundai. The brand Hyundai is the enabler of this phenomenon.”
Credits
Client: Hyundai (ICC World Twenty20 2014)
Communications agency: Innocean Worldwide
Client servicing: Arjun Modayil, Smriti Chawla, Romita Chatterjee
Creative: Saurabh Dasgupta, Allen Charles
Production house: Working-i FIlms
Director (film): Samir Tewari
