MxMIndia

Tag: Hyundai i10

  • The agency has devised a crowdsourcing campaign using Shah Rukh Khan, where existing owners and prospective buyers of the i10 can write a script for the next i10 TVC

    Crowdsourcing is Innocean’s theme for Hyundai i10

    By A Correspondent

     

    With growing competitiveness and a need to refresh the communication for Hyundai i10 Hyundai mandated its agency Innocean Worldwide India to conceptualize a new campaign for the brand in line with its dominant presence in the compact segment. For 2013, Innocean thought about energizing the entire targeted base with a bait to get them thinking about the car. Not only was the intent about creating an energy field around the brand Hyundai i10 but also to make the entire universe of prospective car buyers a part of the communication engagement. The agency has devised the a crowd sourcing campaign using Shah Rukh Khan, where all prospective buyers of i10 and its existing owners get to write a script for the next i10 TVC. If selected the contestant gets to act with SRK in the TVC for i10.

     

    Saurabh Dasgupta ECD at Innocean Worldwide India said, “The challenge for us lay in the defining the contours of this campaign to elicit a high level of response and stay true to the brand values of Hyundai i10. Yet at the heart of it all the communication intent is simple: imbibe the brand’s virtues, craft a script and full your acting dreams with SRK!”

     

    The TVC in the first phase of the campaign has an agitated SRK asking the fumbling director for his lines and then turning to the audience asking them to write in with their scripts. This campaign utilises the digital platform extensively to close the participation loop. In the words of B Sridhar Group Director, Media & Digital Services at Innocean, “The campaign has given us a rather good sized canvas to draw a digitally integrated communication effort that’s all pervasive.” A micro-site enables all participants to upload their scripts as text, video or even audio files. There is the regular snail mail too. A single response number with ‘missed call’ facility enables an IVR driven interaction wherein the scripts can be recorded by the contestants.

     

    “It’s a rather exciting idea we have thought of and it’s a composite one which looks at all aspects of communication and engagement touchpoints,” said Vivek Srivastava, Jt MD of Innocean. “The integration of diverse media apertures is one of the strengths of this endeavour and showcases our team’s technological capabilities alongside the dexterity with the advertising craft,” he added.

     

    The campaign in this phase will run for six weeks seeking the consumers’ participation and thereafter return with the crowd-sourced id featuring the Hyundai i10, SRK and the winner.

     

  • Not only is SRK over-used and over-abused, by no stretch of imagination can I visualize a brand match out here, writes Anil Thakraney

    Debrief: Hyundai i10: Same old, same old

    By Anil Thakraney

     

    In my books, the worst celebrity choice in Indian advertising has to be Shah Rukh Khan endorsing the poor man’s Santro. It’s a cruel joke, really. The multi-billionaire hero would want to be caught dead inside such a ‘down-market’ vehicle.

     

    Well, Hyundai has cast him again, this time for their i10 car, which is one level above Santro. But is still an aam aadmi ki gaadi. I often wonder what SRK does with such a car, assuming one ‘sample’ is sent to him gratis. I suppose he gifts it off to one of his security guards. Anyway, let’s get to the task at hand: The commercial has a strange idea – something called ‘the helping hand’. And this mystery hand blesses the i10 owner with good things in life. Like a hot babe, great weather, etc. But frankly, all I recall is shots of SRK primping and preening throughout the ad. The same old Bollywood expressions of his that the junta is tiring of.

     

    Nope, this isn’t working at all. Not only is SRK over-used and over-abused in media and advertising, by no stretch of imagination can I visualize a brand match out here. Therefore, he neither brings in freshness nor salience. The i10, if they must used celebs, would be far better served with fresh new faces from the showbiz. In addition, there’s no story, no narrative in the TVC. Same old boring lifestyle shots that most car ads use.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=J9q_6214N_8[/youtube]

    It’s a flop show. The people who need a helping hand out here are the brand manager and his/her ad agency.

     

    Rating: (On a scale of 1 to 5): 1. Poor casting. Weak creative.