Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

X CEO Linda Yaccarino announced that the platform formerly known as Twitter has hired Angela Zepeda as global head of marketing. 

Yaccarino wrote in a post on X, “Today, I am delighted to welcome Angela Zepeda to X as our new Global Head of Marketing. X is the world’s most meaningful platform so it was essential to hire an exceptional leader like Angela to further shape our transformation. Most recently serving as CMO/Chief Creative Officer for Hyundai, Angela brings incredible experience and expertise, understands how to grow a brand globally and is exactly the right person to lead X's marketing as we accelerate our innovation. Looking forward to all of the great work to come!.”

Zepeda is the first global head of marketing since Elon Musk bought X (formerly Twitter) in a multi-billion dollar takeover in 2022. Musk acquired the platform in late 2022 for $44bn. What followed widespread layoffs and a name change.

A veteran marketer, Zepeda joins X from South Korean carmaker Hyundai, where she spent five years as chief marketing officer. She also held the position of chief creative officer at the global auto major. Zepeda has over two decades of experience advertising and communications agencies, with stints at Innocean, Lowe Campbell Ewald and TBWA.

Hyundai's CMO Angela Zepeda joins Elon Musk's X as global head of marketing

Hyundai Motor India Limited (HMIL) total sales declined by 3.21% to 64,563 units in July 2024 as compared to 66,701 units for the corresponding period in the previous year.

On the contrary, the automaker, recorded a 4.30% growth in total sales to 4.50 lakh units between January and July this year. In 2023, the company's total sales between January-July stood at 4.31 lakh units

The company's domestic sales declined by 3.33% to 49,013 units in July 2024 as compared to 50,701 units sold in the same month last year.

The export also witnessed a decline of 2.81% YoY to 15,550 units in July 2024 from 16,000 units.

<a href="https://www.storyboard18.com/quantum-brief/hyundais-women-buyer-percentage-surges-to-11-percent-in-2023-fortified-by-deepika-padukone-partnership-22028.htm">Hyundai's women buyer percentage surges to 11 percent in 2023, fortified by Deepika Padukone partnership</a>

The Indian subsidiary of the South Korean car manufacturer said that SUVs accounted for 66.6% of HMIL domestic sales in the current calendar year as of July 31, 2024. 

Hyundai Creta achieved sales of 1 Lakh units till July since its launch in January this year, the company said.

<a href="https://www.storyboard18.com/brand-marketing/hyundai-launches-new-initiative-to-increase-rural-reach-in-india-29539.htm">Hyundai launches new initiative to increase rural reach in India</a>

The new Creta also registered " highest ever monthly domestic sales of 17,350 units" in July 2024, HMIL added.

“We have posted an overall sales growth of 4.31% Year-on-Year in the period of January to July 2024. SUVs continue to demonstrate a robust contribution, accounting for 66.6% of total HMIL domestic sales. The new Hyundai CRETA achieved key milestones of 1 Lakh unit sales till July 2024, while also achieving highest ever monthly domestic sales of 17,350 units in July 2024,"  Tarun Garg, Whole-time Director and Chief Operating Officer at Hyundai Motors India Ltd said.

Hyundai's domestic sales dip 3.33% in July, exports down 2.81% YoY

Hyundai Motor India Limited (HMIL), today showcased a specially wrapped Hyundai IONIQ 5 in collaboration with celebrity fashion designers Falguni Shane Peacock. This specially wrapped Hyundai IONIQ 5 will make its runway debut at the finale of the 17th edition of India’s marquee fashion event- India Couture Week 2024 (ICW). 

Tarun Garg, COO, Hyundai Motor India Limited, said, “We are thrilled to continue our association with FDCI for the second year running. Aligned with our parent company Hyundai Motor Company’s vision of ‘Progress for Humanity’, we aim to create innovative experiences for our customers in India. For the 17th edition of ICW 2024, we have partnered with renowned designers Falguni Shane Peacock, who come with an experience of 20 years of creating timeless designs. Our collaboration with them is a testament to our commitment of supporting artisans and diverse cultural heritage of India. We are excited to unveil the specially wrapped IONIQ 5 for ICW 2024 and look forward to a successful show.”

Falguni Shane Peacock said, “It is our immense pleasure to present our collection at the Hyundai India Couture Week 2024. This year, our inspiration draws from the opulent heritage, mythology, and grandeur of India's past. Our collection celebrates the essence of India's cultural legacy, showcasing elements that hold deep significance in Indian culture. The motifs, colors, and textiles we have chosen are steeped in Indian heritage, featuring luxurious silks and silk threads. In collaboration with Swadesh, an organization dedicated to preserving and promoting the rich heritage of Indian handcrafted art, we have incorporated these exquisite fabrics into our designs. At Falguni Shane Peacock, we pride ourselves on infusing traditional inspiration with a modern, contemporary twist, staying true to our brand’s signature style. This collection exemplifies our commitment to blending rich Indian elements with a new-age perspective. We look forward to presenting our bespoke, culturally-rich ensembles to you.”

Sunil Sethi, Chairman, FDCI, said, “FDCI is delighted to partner with Hyundai Motor India Limited for yet another year of India Couture Week. Our collaboration has been a thrilling journey of creativity and innovation. This year’s event will be even grander, with Falguni Shane Peacock as our finale designers. The Hyundai India Couture Week 2024 at the Taj Palace is going to be a spectacular event."

Hyundai India Couture week 2024 will bring home-grown luxury to the centre stage, featuring exclusive collections from 14 Indian couturiers - Abu Jani Sandeep Khosla, Amit Aggarwal, Dolly J, Falguni Shane Peacock, Gaurav Gupta Couture, Jayanti Reddy, JJ Valaya, Kunal Rawal, Rahul Mishra, Rimzim Dadu, Roseroom by Isha Jajodia, Siddartha Tytler, Suneet Varma, and Tarun Tahiliani.



Hyundai Motor India collaborates with Falguni Shane Peacock for 17th India Couture Week 2024

Hyundai Motor India Foundation (HMIF) onboarded 20 para-athletes for a period of three years under its ‘Samarth Para-Sports Programme’. This initiative, in collaboration with NGO partner GoSports Foundation, is part of Hyundai Motor India Limited’s broader 'Samarth by Hyundai' initiative. 


The ‘Samarth Para-Sports Programme’ is designed to offer structured support to para-athletes, including financial aid, expert sports science guidance, access to assistive devices, soft skill development assistance and mentorship from renowned coaches and experts to the selected 20 para-athletes, stated the company.

 

The program has identified athletes across eight key sports categories: Para-Athletics, Para-Swimming, Para-Badminton, Wheelchair Tennis, Para-Archery, Para-Rowing, Para-Canoeing, and Para-Cycling. The selected athletes include 15 emerging (aged 13 & above) and 5 elite (aged 16 and above) para-athletes from across India. The para athletes will receive the resources and mentorship needed to excel at a global level.

 

Unsoo Kim, managing director, Hyundai Motor India Limited, said, “At Hyundai Motor India Limited, we are committed to fostering a world where each individual can contribute meaningfully. The Samarth Para-Sports Programme aligns with our vision of 'Progress for Humanity' and aims to foster an inclusive society where everyone has the opportunity to thrive. By supporting Para-athletes, our endeavor is to showcase their incredible talent on a world stage and give them a chance to pursue their passions. My best wishes to the GoSports Foundation and all the selected 20 para-athletes. I am sure these athletes will inspire countless others with their courage and determination and make India proud."

 

Deepthi Bopaiah, chief executive officer, GoSports Foundation said, “GoSports foundation has been a pioneer who has institutionalized support to para-athletes and we are looking forward to creating a larger change with Hyundai Motor India Foundation’s Samarth Para Sports Programme. We aim to establish a platform for young and talented para-athletes to thrive and reach the pinnacle of para-sports, Paralympics. We are confident that with the right suppor and approach, we will be able to make India a great sporting nation."


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/hyundai-launches-new-initiative-to-increase-rural-reach-in-india-29539.htm">Hyundai launches new initiative to increase rural reach in India</a> 

Hyundai Motor India Foundation onboards 20 para athletes under the ‘Samarth Para-Sports Programme’

Hyundai Motor India Ltd. (HMIL) has launched the fourth season of its Hyundai SUV owner drive -Hyundai Explorers Adventure. 

With a total of 14 curated drives spanning three seasons, Hyundai has served over 250 Hyundai SUV owner families and more than 650 individuals across India.

Tarun Garg, COO, Hyundai Motor India, said, "Hyundai Explorers Adventure epitomizes our brand's ethos of innovation, adventure and community. Hyundai Explorers Adventure is more than just a drive; it is a testament to our commitment to customer-centricity. We are thrilled to embark on this journey of exploration with our valued customers, reaffirming Hyundai's position as a pioneer in the SUV segment. Through this initiative, we aim to offer our customers an adventure filled drive with unforgettable memories, enriching experiences and a chance to ‘Live The SUV Life’ with our range of leading SUVs.”

Hyundai Explorers Adventure over the years has witnessed participants showcasing the enduring appeal of Hyundai Explorers Adventure. 

The purpose of these adventurous escapades is to grow a stronger community for Hyundai SUV customers. These planned drives and routes have been curated basis customer feedback, with a promise to deliver excitement and adventure. In the season 4, Hyundai Explorers Adventure will cover locations ranging from Jim Corbett, Gwalior, Agra, Gulmarg, Nashik, Cherrapunji, Pench, Chikkamangaluru, Munnar, Narkanda, Manali, Leh and many more locations. 

The digital footprint of Hyundai Explorers Adventure continues to grow with over 8 million views and engagements on social media.

Hyundai launches fourth season of Hyundai SUV owner drive - Hyundai Explorers Adventure

Hyundai Motor India Ltd. (HMIL) has launched its latest multi-channel media campaign for Hyundai EXTER, titled ‘Dil mein Bas Jaye EXTER’. The campaign, featuring a series of six films, aims to significantly enhance brand recall and generate buzz surrounding the EXTER. This is while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40+ safety features, Paddle Shifters, Sunroof, Cruise Control, Hill Assist Control, and more, highlighted the company.


Virat Khullar, AVP & vertical head, marketing, Hyundai Motor India Limited, said, "The ‘Dil mein Bas Jaye EXTER’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about EXTER, these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai EXTER.”


<iframe width="560" height="315" src="https://www.youtube.com/embed/DnGr-t5RMYE?si=nyLXtcqYSMxAsQhb" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


He added, “In addition to the TVCs, we've developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the 'Dil me bass jaye EXTER' positioning digitally, maximizing engagement and resonance, particularly among the Gen Z demographic. By extending the campaign's reach to social platforms, we anticipate heightened participation and advocacy for Hyundai EXTER."


<iframe width="560" height="315" src="https://www.youtube.com/embed/cRuqtJk_sjg?si=AETYES2_OzdbSc-o" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


<iframe width="560" height="315" src="https://www.youtube.com/embed/0L_gHWmMgds?si=OLwJEfId9ajLlVJ-" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

 
The campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. Targeted towards driving higher website visits and video views, the campaign will utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sport enthusiast, and travel affinity audiences, stated the company.


<iframe width="560" height="315" src="https://www.youtube.com/embed/_MSXZAqC4go?si=ENE835yVHhSLUkkL" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


<iframe width="560" height="315" src="https://www.youtube.com/embed/2aDsqUjvX4g?si=f2TN6eHssWqi-0U0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

 
Since its launch in 2023, Hyundai EXTER has garnered phenomenal customer response and critical acclaim. Boasting over 100,000 bookings and capturing a remarkable 34 percent segment share, EXTER has firmly established itself as a top choice in its category. Notably, the higher trims featuring enhanced convenience features, including a sunroof and Hyundai Bluelink Connected Car technology, have contributed to over 70 percent of EXTER sales.


<iframe width="560" height="315" src="https://www.youtube.com/embed/2zPAS9M0RQk?si=SDqWzRwZUpQTapdV" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/hyundai-launches-new-initiative-to-increase-rural-reach-in-india-29539.htm">Hyundai launches new initiative to increase rural reach in India</a> 

Hyundai Motor India rolls out ‘Dil mein bas jaye EXTER’ campaign

Hyundai Motor India Ltd. has embarked on a mission to deepen its roots in rural India. Recognizing the diverse needs of consumers across every corner of the country, Hyundai Motor India has introduced "Grameen Mahotsav" - an initiative celebrating the essence of rural India.  With rural sales account for over 19 percent of its total sales.

Under Grameen Mahotsav, Hyundai is orchestrating an array of engaging activities, including product displays, interactive demonstrations and customer experiences like nukkad natak, live music, folk dance and regional talent shows. The 2 day Grameen Mahotsav carnival will be hosted at 16 locations across India, exhibiting a market place featuring artisanal crafts, carnival rides, gaming zones and food stalls. 

Tarun Garg, COO, Hyundai Motor India Ltd, said, “Our sustained efforts towards bolstering rural connect are bearing great fruits and Hyundai Motor India has witnessed a remarkable growth in rural markets in financial year 2023-2024. 

We sold 1.15 lakh vehicles in rural India last year, a growth of 11% over 2022-23. We are confident that with good monsoon, increasing income levels and improved infrastructure, the contribution from rural markets will further increase. The growth will be fueled by our belief in the potential of upcountry markets and the dedication to cater to evolving aspirations of Indian consumers across all geographies.”


He further added, “At Hyundai Motor India, we firmly believe that for the nation to prosper, both Bharat and India must progress in tandem. With initiatives like Grameen Mahotsav, we hope to nurture our customers in every part of the country and also understand the market trends to fulfill their expectations. As we continue to innovate and engage with rural consumers, we are confident in our ability to contribute to the inclusive development of the country.” 

The inaugural Grameen Mahotsav event was held in Mahemdavad, Gujarat in April 2024. 

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/npci-unveils-rupays-link-it-forget-it-campaign-at-ipl-29478.htm">NPCI unveils RuPay's 'Link it, Forget it’ campaign at IPL</a> 


Hyundai launches new initiative to increase rural reach in India

Hyundai Motor India Foundation (HMIF), the philanthropic arm of Hyundai Motor India Ltd. (HMIL), announced the signing of a Memorandum of Understanding (MoU) between ‘Navjyoti Transforming Lives & Careers Society’ NGO and BluSmart providing employment to 250 trained women drivers who are the beneficiaries of HMIF’s ‘Drive4Progress’ initiative.
 
The MoU was exchanged between Anirudh Arun, Co-Founder & CEO - BluSmart Fleet and Gurusharan Khurana, President - ‘Navjyoti Transforming Lives & Careers Society’ NGO, in the presence of Puneet Anand, AVP & Vertical Head, Corporate Affairs, Hyundai Motor India and Soon Sang Hong, Domain Advisor, Corporate Affairs, Hyundai Motor India.
 
Speaking at the MoU exchange event, Puneet Anand, AVP & Vertical Head, Corporate Affairs, Hyundai Motor India, said, “Under Hyundai’s global brand vision of ‘Progress for Humanity’, Hyundai Motor India Foundation's collaboration with Navjyoti and BluSmart inspires inclusion by providing employment opportunity to women drivers. It reflects our determination for women empowerment and skill development, in alignment with the government's overarching vision to address the growing demand for skilled workforce in India. By equipping women with the necessary skills and support, this collaboration underscores the potential for positive social change and the importance of corporate social responsibility in promoting gender inclusivity, with participation of women in traditionally male-dominated sectors.”
 
Expressing enthusiasm about this collaboration, Mr. Anirudh Arun, Co-Founder & CEO, BluSmart Fleet, said, “BluSmart is the only ride hailing service in India with a focused initiative to train, skill and empower women driver partners and provide them with a safe place to work. Our commitment towards gender inclusivity in the transportation sector is shown through our consistent efforts to onboard women driver partners onto our platform. Partnerships such as these are key to open up skilling and employment opportunities for women in this field. At BluSmart, our women driver partners are at the forefront of mobility, taking our mission of decarbonisation to greater heights.”
 
“We are excited to join hands with BluSmart to promote women's participation in the transportation sector. By leveraging our expertise in creating robust training modules and HMIF's support for social impact, we aim to create a more inclusive and equitable transportation ecosystem. Through this program, we endeavor to empower women with the skills and opportunities they need to succeed as professional drivers,” added Mr. Gurusharan Khurana, President - Navjyoti Transforming Lives & Careers Society.
 
This is a part of HMIF’s social initiative ‘Drive4Progress’, a driver skill development initiative aimed at providing professional driver training and employment opportunities for youth. The project, launched in October 2023, aims to cover over 1 500 youth including a minimum of 30% women, from Haryana, Maharashtra, Tamil Nadu, Telangana and West Bengal, over the next 3 years. HMIF, in collaboration with Navjyoti NGO, the implementation agency for the program, has envisaged to create a talent pool of trained drivers from Below Poverty Line (BPL) communities and equip them with the necessary skills to gain employment in the transportation sector.
 
HMIF and Navjyoti will support the participants to obtain a permanent driving license and the graduating students will be certified by National Skill Development Corporation (NSDC) post successful completion of training and assessments. This initiative also focuses on facilitating wage employment for a minimum of 70% of the beneficiaries and self-employment opportunities for the rest.
 
Under the terms of the MoU, HMIF’s ‘Drive4Progress’ initiative will provide training to women interested in pursuing careers as professional drivers through Navjyoti. The comprehensive training program covers essential skills such as safe driving practices, soft skills, customer service, vehicle maintenance, and road safety in their respective regional languages. Upon successful completion of the 45-day training, 250 skilled women drivers will be eligible for employment opportunities within BluSmart's dynamic workforce. This collaboration marks a significant step towards promoting gender inclusivity and empowerment in the transportation industry, while reaffirming the shared vision of promoting gender equality, economic empowerment and social inclusion.

Hyundai announces MoU between Navjyoti NGO and BluSmart ; 250 women drivers to get employed in Delhi NCR

Auto manufacturer Hyundai Motor Company has stated that it is yet to take a decision about listing its Indian subsidiary Hyundai Motor India. In a regulatory filing, the company had announced that they constantly review various measures, which also included listing overseas subsidiaries in order to increase overseas value.


On February 6,  it was reported that South Korean carmaker Hyundai had plans to list Hyundai Motor India in order to raise $3 billion. But, Hyundai Motor Company highlighted that it is yet to take a decision on this front. 


Moneycontrol reported that sources had revealed that the Indian subsidiary of Hyundai Motor Company was in the early stages of conversation with many banks regarding initial public offering (IPO). They included JP Morgan, Morgan Stanley, Citi and Bank of America.


It was further stated that Hyundai, which enjoys a 15 percent market share, is seeking money that may value its company at as much as $30 billion.


In FY23, Hyundai Motor India reported a 37.6 percent jump in ad spends as compared to FY22. The company shelled out Rs 491 crore in FY22, and increased to Rs 677 crore in FY23.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/hyundais-women-buyer-percentage-surges-to-11-percent-in-2023-fortified-by-deepika-padukone-partnership-22028.htm">Hyundai's women buyer percentage surges to 11 percent in 2023, fortified by Deepika Padukone partnership</a> 

Hyundai India driving towards an IPO?

Hyundai Motor India has launched a new 360-degree campaign for the 2024 iteration of its Creta SUV with long-time ambassador Shah Rukh Khan. However, this time the company has added Deepika Padukone to its rolls as well, a move that aligns with its long-term strategy of targeting women drivers and car owners.

In an interaction with Storyboard 18, Virat Khullar, AVP and vertical head, marketing, Hyundai Motor India, spoke about the evolving role of women buyers in the auto space, new marketing trends, ad expenditure for 2024 and the new campaign itself. Edited excerpts:

<strong>Why Deepika Padukone? How important was it for the brand to get a woman on board?</strong>

Creta is a cornerstone model for Hyundai, contributing to over 20 percent of our sales. In preparation for the January launch, we strategised for a Bollywood-centric approach due to the resurgence of interest in movies. Shah Rukh Khan, our brand ambassador, has been instrumental, unveiling our 2020 model. Seeking a new disrupter for the campaign, we explored collaborations with other celebrities, shortlisting Deepika Padukone. 

Over the past one and a half years, we've embraced women celebrities, including five women cricketers, reflecting our belief that both genders play a crucial role in all purchases. Although the percentage of female buyers remains around 10 percent, we recognise the significant influence they have in the decision-making process. To strengthen our roster, we sought a global female icon who would not just accompany SRK in the passenger seat but also be behind the wheel. Deepika emerged as the perfect choice. She not only featured in our teasers but took the driver's seat, symbolising our commitment to empowering women in our narrative. The campaign aims to resonate with both genders.

<strong>What has been the increase in the end-user women clientele for Hyundai?</strong>

We've observed a gradual increase in our women buyer percentage, reaching 11 percent of Hyundai car buyers in 2023. While this represents a modest uptick over the past few years, it's indicative of our ongoing efforts. Additionally, an encouraging 30 percent of our website visitors are women. 

Unfortunately, we currently lack specific data on the proportion of the  women who end up driving the cars registered to male owners. However, we recognise the evolving landscape of ownership, estimating that female-driven consumption likely falls between 10 percent and 30 percent.

<strong>For long, women have been stereotyped as the ones who’d merely choose the colour of the car or the finish of the seat covers. Do you see any change in that perception?</strong>

We are witnessing a significant rise in interest from female customers visiting our showrooms. Gone are the days when discussions revolved solely around colour preferences or vanity mirrors. Today, with women confidently taking the driver's seat, their inquiries extend to topics like power of the turbo engines, connectivity features and others. In response to this shift, we've made a concerted effort to have more women salespersons in our showrooms. This change aligns with the current automotive market, where highly connected and feature-loaded vehicles dominate. It's evident that technical specifications previously predominantly handled by men, are now sought after by women who are not only keen on performance but also deeply interested and well-informed about the various features of a car.

<strong>Coming back to your campaign, what media mix are you using to maximise reach and impact?</strong>

Given that the Creta is our flagship model, we approached the launch with the intention of creating an impact akin to a movie launch. We initiated an intriguing collaboration with various movie influencers and shows, such as tying up with the likes of 'Viral Bhayanis and Filmygyan of the world, before officially announcing it as a Hyundai campaign.

In late December 2023, we integrated with platforms like BookMyShow and PVR screens to build anticipation before the campaign's official launch in mid-January, coinciding with the car's release on January 16.

The campaign spans TV and digital platforms, with an outdoor presence in over 100 cities. We plan to kickstart radio promotions in February, making it a phased campaign rollout. This campaign marks one of the largest-scale initiatives we've undertaken in the past two years.

<strong>What has been the initial reaction to the campaign? Any measurable impact?</strong>

In the past two weeks, our website traffic has surged to five times its usual volume. Achieving a 5X increase in web traffic, after Google searches, is a key performance indicator that reflects the significant impact we are making. Moreover, considering the short duration since we initiated the campaign on January 1, with the official launch on the 16th, it's a promising start and speaks to the campaign's early success.

<strong>With such high-decibel campaigns in your kitty, what is the kind of boost expected in Hyundai’s advertising expenditure or adex this year?</strong>

In the comparison between our adex for calendar year 2024 and 2023, we anticipate a flat trajectory without significant growth. Our strategy revolves around our television properties, aligning with our launch plans. Currently, the upcoming IPL (Indian Premier League) is not in our launch plan, but discussions are ongoing. We have a substantial presence in Q1 due to our launches, followed by a strategic presence later in the year. Hyundai strategically partners with impactful properties in the reality TV and entertainment space. We recently secured a partnership with Filmfare (Awards, which celebrated the best of Bollywood)  followed by an association with Bigg Boss (the reality TV show). While we remain optimistic about the market, we are also adopting a cautious wait and watch approach.

<strong>EVs or electric vehicles  are turning out to be every auto marketer's shiny new toy. What is Hyundai doing to promote its EV offerings?</strong>

We have the IONIQ 5 positioned as a premium offering for EVs. In our premium marketing strategy, we have identified it as a standout product of the year. We are actively engaged in premium marketing activations for the vehicle. This approach focuses on digital and experiential activations, particularly in key metropolitan areas. Our goal is to provide consumers with the opportunity to experience the car first-hand. We successfully sold more than 1,000 EVs in 2023.

<strong>What are the top auto marketing trends to look out for in 2024?</strong>

From a consumption perspective, we anticipate a continued surge in vertical screen engagement, especially in the realm of short-format vertical stream content. In our country, where platforms like Instagram and WhatsApp boast some of the highest daily and monthly actives (active users), we foresee a significant emphasis on WhatsApp messaging. As we move forward, our strategy involves a robust focus on short-format content and a strong presence on SNS (social networking services). Currently, our channels hold the top position in the auto industry in terms of followers, reflecting our commitment to staying at the forefront of digital engagement trends

HYUNDAI