Hyundai rolled out a face-lift for its Grand i10 on 6 February 2017. The car was unveiled through a digital video (below) featuring YK Koo, managing director, Hyundai Motor India which revealed the new features of the car.
The video was followed by a TVC (top) conceptualised by Innocean Worldwide which went on-air later that day, which labels the car 'Wowsome'.
Speaking with Campaign India, Punit Anand, GM, marketing and communications, Hyundai Motor India, explained the launch campaign.
"The first variant of the Grand i10 was launched in October 2013. Since then we have sold more than 5.5 lakh cars. Through our surveys we realised there’s a segment called the 'metropolitan smart consumer'. And this consumer isn't present only in the metros, but even in tier two and three cities like Pune, Indore, Chandigarh and the likes. This segment goes for the cars with the best value and the new i10 comes with a new engine, a touch-screen infotainment system and the likes," said Anand.
He added, "Before the launch we did a dipstick and figured that we needed to do a different approach for this. So, we rolled out a video through which Mr Koo, who is our MD announced the launch of the car and shared the features of the product in the two-minute video."
The video was launched on 6 February at 11 am. At the time of filing this report, it had received around 5 lakh views on Facebook and 50,000 views on YouTube.
Anand added, "The views on Facebook and YouTube have come from the right audience. Twitter has also had great engagement. We want to accelerate that engagement now. The tagline – 'Wowsome', shows it’s more than awesome. We will be promoting this hashtag on Twitter too."
In addition to this film, Hyundai has also roped in six humour artists that includes Cyrus Broacha and rolled out a contest online. Anand explained, "We will have memes from humour artists such as Cyrus and asking customers to participate. Since it's the come-back for the i10 these memes need to be linked to the best come-back. A microsite will go live for it and promote them."
Hyundai's brand ambassador Shah Rukh Khan won't be present in the communication for this car. The company has taken a call to make 'the car the hero' instead.
The campaign will be running for a month, informed Anand.