Targeted at fence-sitters who can't decide which wheel to jump (read: those not impressed by Santro's aesthetic appeal) behind, the campaign now woos the potential customer with the car's technological prowess. ``Our research revealed that Santro has been accepted as the most technologically advanced car,'' says Shukla.

Agrees Rajesh Sood, director, client servicing, Saatchi & Saatchi (S&S): ``Research has shown that the Santro consumer is convinced about the car's technology. The product has played its part. It's a product that delivers and hassatisfied customers.''

Once the perception that Santro was the most technologically-strong car was established, the agency decided to take it further and link it to a strong product benefit. ``The objective was to establish the brand on the most superior technological platform in a consumer- friendly manner,'' adds Debashish Paul, general manager, Saatchi & Saatchi.

After brainstorming over which hi-tech feature to highlight, the company settled on its stand-alone feature: a computer-controlled, multipoint fuel injection engine. There were two reasons for the choice: a computer is perceived and associated with highly-advanced technology; and the Santro claims to be the only car in India to sport such an engine.

The next challenge was to deliver the message in a consumer-friendly way. ``The idea was to look for a expression which without sounding very techno would still bring alive the message,'' says Abhijit Dutta Gupta, creative director, S&S. Thus was born the final positioning plank: `The Genius IsInside'.

The small print in the four ads, then addresses issues close to a small car buyer and links them up to the different product benefits that are a result of Santro's unique computer controlled MPFI engine. While the first ad takes up the airconditioning versus pick-up issue --`thanks to the computer inside, you can be as quick as you want to be'-- the remaining three ads will address issues such as tuning; fuel efficiency; and carmaintenance.

To strengthen its equity and positioning as the complete family car, it continues to use the original baseline: Santro, the complete family car.The new TVC takes forward the concept, and tries to establish Santro as the best of the best in the small car segment. The 30-sec film with the product as its hero, starts with a poser: In a world of excellent choices which car do you choose? ``Santro chooses itself'' answers a catchy jingle reminiscent of the chart buster number Koi mil gaya from the Hindi blockbuster Kutch Kutch Hota Hai.

The jingle goes on toreinforce its product benefits--but despite focussing on technology, the treatment of the film has deliberately been kept lively and peppy.

To derive effective mileage, the TVC will be aired twice during each Cricket World Cup match--and in cinema halls. Niche channels like Star News are also being considered. The company is using the print media heavily this time since the campaign, Hyundai feels, tries to educate the consumers about various benefits. The print ads will be strewn all over national dailies over the next three months.

The positioning platform was tested pre- and post-campaign with consumers and it was found that the statement --`The Genius is inside' -- delivered a two-pronged message. One, that Santro which had a computer inside was an intelligent car and two, the consumer who drove the Santro, an intelligent car was therefore a genius, too. ``The two-pronged message of the expression has worked well,'' grins Sood.

The current campaign, hopes the company, will take Santro to theleadership position. According to the company, of its targetted 50,000 units for the year 1999, it had sold 25,400 till May 1999. During May, it claims to have sold 4,500 units and by the end of this month, it hopes to cross 5,000 units.There is one last point: with Shah Rukh Khan conspicuous by his absence, will he not figure in future Santro advertising? The agency is non-committal. ``He may or may not,'' shrugs Paul, and adds: ``we're still wondering how to use him at this stage.'' Adds Sood: ``SRK has achieved his objective of making Hyundai and Santro known brands in the market at a very basic level.''

The next stage of advertising will be determined by the feedback on the current phase--and the competition's moves. Frowns Sood: ``By then, our competitors would have upgraded their technology, so we'll talk about something else.'' A little more genius, ahem, would then be needed.