Hyundai’s crowdsourced campaign: Step into an i10, turn into SRK

Automobile major Hyundai India has unveiled the last leg of its ‘writeuri10story’ campaign that was rolled out in January featuring brand ambassador Shah Rukh Khan. In the first part of the campaign, the company launched a contest inviting audiences to write their own i10 television commercial. Three commercials announcing the contest offered the winner an opportunity to act in the TVC along with Khan.

The new commercial now launched features Bhaskar Kanchan, the contest winner. The idea is simple: every time Kanchan steps inside Hyundai i10, he turns into Shah Rukh Khan.

The commercial opens with Kanchan ready to drive his son to school. As he gets inside the car Kanchan turns into Khan and the son is delighted. His presence in the car attracts all sorts of attention from onlookers as the duo drive to school. As they reach school, the child shows off to his friends that the actor has come to drop him. Khan realises that the child has forgotten his water bottle in the car. He gets off to handover bottle to his son and turns back into Kanchan. The moment he gets back into the car, he turns into Khan again.

On the TVC, Saurabh Dasgupta, executive creative director, Innocean Worldwide, said, “We had created three films in the lead up. We wanted the creatives to be done by the real owners. So we switched from the agencies to consumers, intenders, lovers and appreciators of the car to create the commercial for the brand. We got them to tell us what they should be like."

For now the campaign will air on television. Going forward, the company will be promoting the idea on a specially created http://www.writeuri10story.com/.

Unplugged moments:

One of the three films announcing the contest featured people on the shoot. The director of the commercial, Bappaditya Roy, founder, Fourth Apple Films, made his on-screen debut and essayed the role of director. The film also featured real makeup artists, hair stylists and costume designers playing themselves.