Advertisements are more than what we merely see on our screens, it takes a robust amount of time, energy and resources to bring it alive. Advertising campaigns not only help brands reach their target audience, but also make consumers aware of the product or services. In fact, it sometimes plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Virat Khullar, AVP and vertical head, marketing, Hyundai Motor India Limited, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts)
What was the thought behind the campaign?
The campaign ‘6 Hai Toh Safe Hai’ was driven by a core concern for customer safety in the realm of car purchasing behaviours. Hyundai, consistently at the forefront of vehicle safety, had taken the proactive approach of integrating active and passive safety features into its car models over the years, with six airbags becoming a standard offering across 13 different models and every version within each model. Recognising the significance of this milestone, the marketing team seized the opportunity and orchestrated a comprehensive campaign, impeccably timed to coincide with both the ICC World Cup and the festive season, the two grand occasions in the Indian calendar. The heart of the campaign lay in cricket, where the term “6 hai toh safe hai” was coined, signifying a sixer in cricket that, once hit, safely crosses the boundary. This approach was both astute and proactive, aligning with the colloquial and topical nature of the Indian audience, thereby leveraging cricket’s popular appeal in marketing to deliver a resonant message.
Which agency has conceptualised the ad? Why did you choose them?
The masterminds behind the creative brilliance of this campaign were the esteemed team at INNOCEAN India, a creative agency stationed in Gurgaon, India. This agency is intrinsically aligned with Hyundai and shoulders the vital creative mandate for the company. When it came to bringing the campaign’s creative vision to life, INNOCEAN India assumed the mantle of conceptualising and executing the campaign on behalf of Hyundai. In tandem with this creative endeavour, the campaign’s media orchestration was orchestrated by the accomplished Havas Media, underscoring a well-coordinated partnership between these entities. The choice of INNOCEAN India as the agency for this campaign was informed by their deep-seated understanding of Hyundai’s brand and their creative expertise, making them the natural choice to transform the company’s vision into an engaging and impactful reality.
How do you intend to influence the consumers with this campaign?
Hyundai’s approach to influencing consumers through this campaign is marked by its commitment to maintaining a strong and active presence in the advertising landscape. With a remarkable track record of selling approximately 50,000 cars each month, Hyundai is undeniably one of the most assertive advertisers spanning various categories. This dynamism extends to being ‘always on’ across pivotal media channels, with television and digital platforms emerging as the top choices for Hyundai. The year has witnessed a flurry of product launches, from the grand stage of the Delhi Motor Show – Auto Expo in January to the introduction of the Hyundai Exter, the entry SUV in July. The corporate safety conference “6 hai to safe hai” was a significant prelude to the festive season. Hyundai’s enduring partnership with ICC and BCCI further underscores their robust presence in cricket in India, buoyed by eminent figures like Hardik Pandya as their brand ambassador, along with the patronage of four women cricketers. The collaborative venture with Hotstar for the ICC World Cup, themed “6 hai toh safe hai,” strikes a harmonious chord with the deep-seated passion for cricket in India. This dedication to cricket, a shared passion point, aligns seamlessly with the brand’s commitment to providing enduring engagement and value for its clients on an ongoing basis.
What was the budget for this campaign?
The budget allocation for this campaign reflects the dynamic landscape of digital marketing, a sector that commands a significant share of resources in specific categories, including fast-moving consumer goods (FMCG), BFSI, and the automotive industry. Notably, digital marketing plays a pivotal role in driving bottom-funnel results through performance-driven initiatives. In the automotive sector, digital marketing has assumed growing prominence, gradually becoming an integral part of monthly expenses. For Hyundai, achieving a 30% media mix for digital this year is a targeted goal. However, television retains its stronghold as the dominant medium, primarily due to its efficacy in delivering impact and reaching wide-ranging audience segments. Hyundai has strategically harnessed this potential by serving as principal partners with revered shows like KBC and Bigg Boss, allowing them to target diverse audience demographics across these platforms. The tug-of-war between TV and digital for supremacy in the media mix is a recurrent theme, one unlikely to witness drastic shifts in the coming year. This steadfast competition is intricately tied to the concept of Share of Voice and the requisite launches of models within the calendar year, both of which continue to steer budget allocations.
Which are the mediums you will advertise on and why?
Hyundai is committed to delivering impactful advertising across various mediums, with a strong focus on multi-city outdoor campaigns for its product launches. Last year, they captivated audiences with a 3D immersive outdoor setup in Cyberhub during the Hyundai Venue launch. This year, Hyundai continued its innovative approach by launching the Hyundai Exter and creating Asia and India’s largest Lego block outdoor replica of their creative, constructed from over 300,000 Lego blocks. Their goal is to generate a substantial impact and potentially achieve virality with each campaign. In addition to these unique outdoor efforts, Hyundai has a prominent namaste installation at the Delhi International Airport, symbolising its vision for humanity’s progress and setting its brand apart from the ordinary. For every launch, Hyundai is dedicated to delivering impact and innovation through various advertising mediums.