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

Nobody’s Perfect Retro Porsche Ad

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In conversation with VMLY&R’s Hari Ramanathan

Keep up with all the key people movements in the brand marketing ecosystem in Storyboard18’s CXO Moves. Here’s a round-up of the executives who've moved jobs, got bigger roles, switched industries and more.


Jose Munoz


Present: chief executive officer, Hyundai Motor


Hyundai Motor names Jose Munoz as its first foreign CEO. Munoz has worked across Citroen, Daewoo Motor Company, Toyota Motor, and Nissan Motor Corporation.


Read More: <a href="https://www.storyboard18.com/brand-makers/cxo-moves-exec-movements-across-xiaomi-india-castrol-publicis-media-spni-and-more-46906.htm">CXO Moves: Exec movements across Xiaomi India, Castrol, Publicis Media, SPNI and more</a> 


Srirang TK


Previous: Joint managing director, ICICI Securities


Present: MD and CEO, ICICI Securities


ICICI Securities elevates Srirang TK as MD and CEO. He has worked across ICI India, CII, ICICI Bank etc.


Arjun A. Sethi


Previous: Partner - Vice Chair Digital Transformation and Lead Partner Financial Institutions - Americas, Kearney


Present: Chief growth officer, HCLTech


HCLTech appoints Arjun A. Sethi as chief growth officer. He has worked across Tata Motors and NIIT.


Michael Moebius


Previous: Director of Quality Management, Mitsubishi Fuso Truck and Bus Corporation


Present: President & Chief Procurement and Supply Chain Officer, Daimler India Commercial Vehicles


Daimler India Commercial Vehicles appoints Michael Moebius in a new role. He has also worked at Mercedes-Benz Vietnam etc.


Compiled by Kashmeera Sambamurthy

CXO Moves: Exec movements across Hyundai Motor, HCLTech, Daimler India and more

Hyundai Motor Group has announced key executive appointments for the year 2024 as part of its aims to solidify sustainable growth and better prepare for uncertainties in the global business environment. As per the company, this appointment reflects its commitment to a performance-based approach that aligns with outstanding achievements. 

By consolidating the Group’s core competencies and strategically placing proven leaders with verified track records in key positions, the Group aims to strengthen organizational foundations and accelerate our future transformation.
 
Jaehoon Chang is promoted to Vice Chair of Hyundai Motor Group – Automotive Division, effective January 1, 2025, to further strengthen the future competitiveness of the Group’s mobility business. Since his appointment as CEO of Hyundai Motor in 2020, Chang has achieved record-breaking performance, despite uncertain business environments, such as escalating geopolitical risks, changing paradigms in product and technology, as well as the global pandemic. 

Chang is recognized for laying the groundwork for Hyundai Motor's long-term competitiveness through achievements that include spearheading the hydrogen initiative and the successful IPO of Hyundai Motor India Limited in India. Looking ahead, Chang will oversee the entire value chain, including product planning, supply chain management manufacturing, and quality assessment. He will optimize business operations across the automotive business while securing internal synergies and building foundational systems for cost and quality innovation to ensure sustainable future competitiveness.
 
José Muñoz is appointed President and CEO of Hyundai Motor Company to advance global management framework and solidify customer-focused mobility innovation through diverse powertrain offerings, including electric, hybrid, ICE and hydrogen technologies, effective January 1, 2025.
 
Muñoz is appointed as the first non-Korean CEO of Hyundai Motor – identified as the ideal fit to further enhance the company's performance thanks to his merit-based management philosophy and his commitment to recruiting top global talent. Going forward, he is expected to enhance the company’s global management systems and further elevate its stature as a leading global brand.
 
Muñoz joined Hyundai Motor Company in 2019 as President and Global Chief Operating Officer and President and CEO of Hyundai and Genesis Motor North America. Muñoz was announced as an internal director of Hyundai Motor in 2022, solidifying his reputation as a proven leader in the global automotive industry by contributing to the company’s record-breaking performance. Prior to joining Hyundai Motor, he led remarkable growth as Nissan's Chief Performance Officer and Head of North America and China operations.
 
Sung Kim is appointed as President of Hyundai Motor Company to manage the business effectively through global economic uncertainties, effective January 1, 2025. Kim will oversee global external affairs, analyze and research domestic and international policy trends, and lead communications and PR initiatives. He will focus on increasing synergies across the company’s intelligence functions, strengthening external networking and advancing global protocol capabilities.
 
As a foremost expert on East Asian and Korean Peninsula affairs in the United States, Kim has held key roles across successive U.S. administrations, including the Bush, Obama, Trump, and Biden governments. Following his retirement from the U.S. Department of State, Kim joined Hyundai Motor Group as an advisor in January 2024, supporting Hyundai Motor’s global trade and policy strategies and external networking.

Jun Young Choi is promoted to President of Kia Corporation from Head of Domestic Production Division and Chief Safety Officer (CSO). Choi has been instrumental in securing Kia’s highest-ever performance as Head of Domestic Production. Through significant improvements in labor management practices, he has strengthened productivity and quality competitiveness. Additionally, Choi has taken a forward-looking approach to bolstering Kia’s manufacturing capabilities, leading the transition of AutoLand Gwangmyeong in Korea towards a future-focused EV production facility.
 
As CEO of the Kia Tigers baseball team, Choi also guided the team to victory in the 2024 KBO League and the Korean Series, overcoming early-season challenges to secure a unified championship.
 
Kyoo Bok Lee, CEO of Hyundai Glovis, is promoted to President. Lee has driven significant improvements in financial stability through global challenges and periods of increased market volatility. He has actively enhanced corporate value through initiatives that include Hyundai Glovis’s first-ever Investor Day, fostering robust communication with the market and customers.
 
Additionally, Lee has made substantial contributions to strengthening Hyundai Glovis’s competitiveness by expanding investments in key facilities and locations, laying the groundwork for the company’s transformation into a future-focused end-to-end integrated logistics provider.
 
To strengthen sustainable management and accelerate business transformation, the Group has appointed Cheol Seung Baek as CEO of Hyundai Transys and Joon Dong Oh as CEO of Hyundai KEFICO. Baek has previously held key roles, including Head of Hyundai Motor’s Czech operations, and various positions within the Purchasing Division. Since joining Hyundai Transys in 2023, he has been responsible for business operations.
 
Moving forward, Baek will focus on ensuring continuity in Hyundai Transys’s core business areas – powertrain, electrification, and seating – while addressing critical issues such as stabilizing labor relations and fortifying management systems.
 
Current Head of the Electrification Manufacturing Engineering Center, Oh has been promoted to Executive Vice President and nominated as CEO of Hyundai KEFICO. Known for his expertise in manufacturing technology, Oh has contributed significantly to strengthening electrification capabilities. His focus will be on advancing Hyundai KEFICO’s operational structure to optimize its parts business for internal combustion engines while leading a transition to electrification-centered new business ventures.
 
To address challenges in the construction industry and accelerate fundamental improvements, the Group has appointed Hanwoo Lee as CEO of Hyundai Engineering & Construction Co., Ltd. (Hyundai E&C) and Woo Jeong Joo as CEO of Hyundai Engineering Co., Ltd. Hanwoo Lee is promoted to Executive Vice President and appointed as CEO from his role as Head of the Housing Business Division at Hyundai E&C. Since joining Hyundai E&C in 1994, Lee has accumulated extensive experience, including roles as Head of Strategic Planning and the Housing Business Division.
 
He is expected to drive the diversification of Hyundai E&C’s global portfolio across civil engineering and plant divisions and lead strategic investments focused on the energy sector, positioning Hyundai E&C as a leader in industry transformation. This generational shift embodies Hyundai E&C’s ‘challenger spirit’ and reflects its commitment to securing future growth drivers.
 
Woo Jeong Joo, currently Head of Finance & Accounting Division at Kia, is promoted to President and appointed as CEO of Hyundai Engineering. A renowned finance expert within the company, Joo played a key role in Kia’s record-breaking financial performance. At Hyundai Engineering he will focus on delivering an upward trend in business performance and enhancing organizational competitiveness to strengthen Hyundai Engineering’s position within the industry.
 
Sudong Yeo, President of Hyundai Transys; Young Jong Yoo, Executive Vice President of Hyundai KEFICO; Young Joon Yoon, President of Hyundai E&C; and Hyeon Sung Hong, President of Hyundai Engineering, will transition into advisory roles.
 
Hyundai Motor Group has made these executive appointments as part of a strategic effort to enhance its global competitiveness, focusing on talent and performance. Following this round of appointments the Group will continue to promote a performance-based leadership renewal through its annual executive appointments in December. This will involve proactive development and promotion of talent to further reinforce the Group’s long-term competitiveness.

Hyundai Motor Group announces 2024 key executive appointments; Jaehoon Chang promoted to Vice Chair

Hyundai Motor Co has appointed Jose Munoz as its new CEO, marking a significant milestone as he becomes the first foreigner to lead the South Korean auto giant, as per reports.

Munoz, 59, brings extensive industry experience, having joined Hyundai in 2019 as global chief operating officer with oversight of North and South American markets. Prior to Hyundai, he spent 15 years at Nissan Motor Co., including a role as chairman of its China operations.

Effective January 1, 2025, Munoz will succeed Jaehoon Chang, who moves into a new role as vice-chairman of Hyundai's automotive division. 

Munoz’s appointment comes at a pivotal moment, with the global auto industry facing headwinds in the shift toward electric vehicles. His leadership will be crucial as Hyundai navigates these challenges, including a recent policy shift in the U.S. that may impact consumer tax credits for electric vehicle purchases. Hyundai’s Ioniq 5 EV, a popular model, is one of the vehicles eligible for the tax credit.

Additionally, Sung Kim has been appointed as president of Hyundai Motor, and Jun Young choi steps up as president of Kia Corp., Hyundai's sister company.

Hyundai Motor appoints Jose Munoz as its first foreign CEO

Storyboard18 presents FAST FIVE ⬇

We bring you top five news updates from the world of advertising, marketing and business of brands.

US election, Donald Trump fuel crypto ad boom in India; players up spends by 15%

US election results have ignited a trading frenzy in India with platforms recording the highest hourly volume this quarter. Experts point out ad spending to grow nearly 100% in the coming months. 

<a href="https://www.storyboard18.com/digital/us-election-fuels-crypto-ad-boom-in-india-players-up-spends-by-15-47067.htm">Read more</a>

BARC identifies premium households, panels to be installed by April 2025

The Broadcast Audience Research Council (BARC) had ordered over 5,000 premium panels to measure CTV consumption in the country. 

<a href="https://www.storyboard18.com/television/barc-identifies-premium-households-panels-to-be-installed-by-april-2025-47042.htm">Read more</a>

TRAI extends deadline for comments on Network Authorisations consultation paper

TRAI released a Consultation Paper on the Terms and Conditions of Network Authorisations to be Granted Under the Telecommunications Act, 2023 on October 22, 2024. 

<a href="https://www.storyboard18.com/digital/trai-extends-deadline-for-comments-on-network-authorisations-consultation-paper-47088.htm">Read more</a>

OnePlay onboards Akshat Rathee as strategic investor and advisor

Industry veteran and NODWIN Gaming co-founder Akshat Rathee joins OnePlay to strengthen the platform's position in India’s competitive cloud gaming market. 

<a href="https://www.storyboard18.com/brand-makers/oneplay-onboards-akshat-rathee-as-strategic-investor-and-advisor-47164.htm">Read more</a>

Hyundai India's profit declines 16.5% to Rs 1,337 crore, sells 3.84 lakh units in Q2

In the mid to long term, Hyundai has anticipated a sustained demand momentum in the auto industry. The company said it will continue to focus on quality of growth by maintaining an optimum balance between volume, market share and margins. 

<a href="https://www.storyboard18.com/brand-marketing/hyundai-indias-profit-declines-16-5-to-rs-1337-crore-sells-3-84-lakh-units-in-q2-47184.htm">Read more</a>


Stay tuned to Storyboard18's FAST FIVE from the world of advertising, marketing and business of brands.

Crypto ad boom | BARC identifies premium households | Hyundai Q2 earnings

Hyundai Motor India, which got listed on the Indian stock exchanges in October, revealed its second quarter (July and September) result on Tuesday. The automaker's standalone profit witnessed 16.5 percent decline of Rs 1,337 crore compared to Rs 1,602 crore year-on-year basis.

The revenue from operation reduced from 18,409 crore to Rs 16,876 crore in Q2 FY 25. 

The total income of the maker of Creta and Venue cars declined by 9.10 percent to Rs 17,078 crore in Q2 fiscal year 2025 from Rs 18,788 crore in the corresponding quarter in FY 24.

The company sold a total of 3,83,994 units of passenger vehicles during this period. This includes 2,99,094 units in the domestic market with a strong contribution from SUV segment. The export volume stood at 84,900 units.

<a href="https://www.storyboard18.com/brand-marketing/the-hyundai-journey-how-south-koreas-chaebol-became-indias-automotive-icon-45109.htm">The Hyundai Journey: How South Korea’s Chaebol became India’s Automotive Icon</a>

'Hyundai India outlook'

In the mid to long term, Hyundai has anticipated a sustained demand momentum in the auto industry. The company said it will continue to focus on quality of growth by maintaining an optimum balance between volume, market share and margins.

<a href="https://www.storyboard18.com/brand-marketing/hyundai-motor-india-accelerates-in-suv-market-eyes-growth-with-ipo-ev-expansion-coo-tarun-garg-45082.htm">Hyundai Motor India accelerates in SUV market, eyes growth with IPO, EV expansion: COO Tarun Garg</a>

"Despite the sluggish market conditions, we have successfully maintained profitability in H1 FY 2024-25, largely due to our proactive and continuous cost control measures. Further, we will be launching the CRETA EV for the mass market in the coming months and we expect it will be a game changer in the EV market," Unsoo Kim, Managing Director said.

Hyundai India's stock declined 1.46 percent to Rs 1,795.50 at 2:52 pm (IST) after the Q2 result. Hyundai Motor made a muted debut on the bourses last month as it got listed at Rs 1,931, down 1.5 percent.

Hyundai India's profit declines 16.5% to Rs 1,337 crore, sells 3.84 lakh units in Q2

2024 marks a historic milestone for Hyundai as it has launched its $3 billion initial public offering (IPO), making waves as the first stock market listing outside of South Korea. 

This momentous event comes 26 years after the company's foray into the Indian market, where it has since emerged as the second-largest carmaker in the country, thanks in part to a powerful marketing strategy that featured none other than Bollywood superstar Shah Rukh Khan.

Hyundai established its India entity in 1996, but its early days were fraught with challenges. 

With a market dominated by giants like Maruti Suzuki, Tata Motors, Mahindra & Mahindra, and Honda, Hyundai found itself grappling with how to introduce its brand to a completely new audience. Recognizing the need for expert guidance, the company turned to global advertising agency Saatchi & Saatchi.

In an era when the brand was virtually unknown in India, the shadow of Daewoo's financial troubles loomed large, threatening to undermine Hyundai's credibility. To overcome this, Hyundai sought a powerful brand ambassador who 
could resonate with the Indian public. 

The company had two options: the beloved Shah Rukh Khan or the well-known actor Jackie Shroff, also lovingly revered as "Jaggu Dada" by his fans.

In 1997, Shah Rukh Khan was already a superstar, riding high on the success of blockbusters like Dilwale Dulhaniya Le Jayenge (DDLJ) and Dil To Pagal Hai. 

A new Hyundai dealer in Mumbai, leveraging his connection with filmmaker Saeed Mirza, facilitated a meeting between SRK and Hyundai executives. Initially, Khan was hesitant; he questioned why he should promote a brand few had heard of. However, Hyundai's need for a figure who embodied mass appeal and youth engagement became increasingly clear, particularly as they prepared to launch the Santro.

After couple of meetings, a deal was finally sealed. According to company's former president BVR Subbu, the first agreement was typed by the superstar himself on his own computer with Hyundai officials in front of him at his residence in 1998. 

In 1998, Hyundai launched a Santro in India with Shah Rukh on the cover. The same year King Khan released Kuch Kuch Hota Hai, and after that there was no looking back. 

Khan's partnership with Hyundai only deepened over the years. In 2002, despite suffering from a back injury, he filmed a commercial for the Santro Xing, requesting only that he not be made to run or dance. 

His dedication has been unwavering; since the launch of the Santro in 1998, Khan has been the face of all Hyundai's marquee vehicles, including the popular Creta and the recently launched Alcazar.

SRK and Hyundai Motor India have evolved and thrived together over the years. Despite facing challenges, competition, and highs and lows, their partnership has endured through time. 

In a 2017 interview with Storyboard18, SRK likened the collaboration to a lasting marriage, saying, "Hyundai and I are old-fashioned people. We believe in the institution of marriage… so it has been a long marriage."

To celebrate their long-standing relationship, Hyundai honoured Khan last December by gifting him the 1100th unit of the all-electric premium SUV, the Ioniq5. This gesture symbolized not just a marketing partnership but a bond that has significantly shaped the automotive landscape in India.

Read more: <a href="https://www.storyboard18.com/brand-marketing/the-hyundai-journey-how-south-koreas-chaebol-became-indias-automotive-icon-45109.htm">The Hyundai Journey: How South Korea's Chaebol became India's Automotive Icon</a>

Flashback tales: Shah Rukh Khan as a surprising choice for Hyundai's blockbuster entry in 1998

Hyundai, a name synonymous with quality and innovation in the automotive industry, is a crucial player in South Korea's economy, which stands as Asia's fourth-largest. With limited resources, South Korea's remarkable growth can be attributed to its diverse industrial landscape, encompassing automobiles, consumer electronics, shipbuilding, machinery, petrochemicals, and robotics. The country has navigated financial challenges, including the global recession of 2008, thanks to its robust fiscal reserves and low debt.

Among the conglomerates, or chaebols, that dominate this landscape, Hyundai stands out, contributing significantly to the nation's GDP alongside giants like Samsung and LG.

The Genesis of Hyundai

The history of Hyundai Group began in 1940 with Chung Ju-yung, who opened a modest car repair shop. His entrepreneurial journey faced numerous hardships, including the destruction of his shop during World War II. 

However, after the war, he revived his business, founding Hyundai Auto Service. The subsequent years saw rapid expansion, with Chung diversifying into construction in 1947, establishing Hyundai Engineering and Construction Company. 

This expansion continued through the 1980s, as Hyundai diversified into sectors such as pharmaceuticals, petrochemicals, finance, and telecommunications. 

Hyundai's Indian Odyssey

Hyundai Motor's foray into India began in 1996 with the establishment of its first manufacturing plant in Irungakottai, near Chennai. This facility marked Hyundai's largest plant outside South Korea and became a cornerstone for the company's success in the Indian market. 

By 1998, Hyundai launched the Santro, a model that would play a pivotal role in its Indian success story and one that quickly became a household name.

The Santro, known as the Atoz in international markets, was introduced at the Delhi Auto Expo in 1998, marking a significant milestone for Hyundai. The hatchback's unique "tall boy" design, characterized by a high roofline for enhanced comfort and ease of entry, resonated with Indian consumers. 

<a href="https://www.storyboard18.com/brand-marketing/its-hyundai-as-in-sunday-a-super-bowl-lesson-in-pronunciation-44918.htm">Read more: 'It's Hyundai, Like Sunday': A Super Bowl lesson in pronunciation</a>

The name "Santro" itself was a product of creative brainstorming, derived from the French city of Saint-Tropez, known for its association with glamour and style. BVR Subbu, then marketing director, played an instrumental role in shaping the car's image, with the marketing strategy aligning closely with the emerging trends of Euro-chic aesthetics.

Marketing Strategy and Brand Endorsement

To strengthen its foothold in the competitive Indian market, Hyundai enlisted Bollywood superstar Shah Rukh Khan as its brand ambassador. 

The multi-part ad campaign effectively showcased the Santro, featuring Khan transitioning from skepticism to enthusiastic advocacy. This strategic move not only enhanced brand visibility but also established an emotional connection with the audience.

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Hyundai's commitment to innovation was evident through consistent upgrades to the Santro model. The introduction of the Santro Xing in 2003 revitalized interest and maintained robust sales figures, with the model achieving sales of over 60,000 units annually within two years of its launch. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/a6hmSpkYbuA?si=yfhQJYGcgTNt2DkC" 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 Santro held its ground as a leader in the hatchback segment until its discontinuation in 2015, when the i20 took center stage in Hyundai's lineup.

Recognition and Legacy

Hyundai's vehicles have been recognized for their reliability and safety, earning accolades in the Indian automotive sector. Notable winners of the Indian Car of the Year (ICOTY) award include:

- i10 - 2008
- Grand i10 - 2014
- Elite i20 - 2015
- Creta - 2016
- Verna - 2018
- Venue - 2020
- i20 - 2021
- Exter - 2024

Hyundai Motor India Limited (HMIL), a wholly owned subsidiary of Hyundai Motor Company, launched its an initial public offering (IPO) that could raise over Rs 25,000 crore, in October 2024. As of FY23, Hyundai has solidified its position as the second-largest carmaker in India, with a market share of 15%, trailing only Maruti Suzuki.

Hyundai's journey from a small repair shop to a titan in the global automotive industry is marked by resilience, strategic vision, and an unwavering commitment to quality. Its legacy in India, particularly through the Santro, has left an indelible mark on the automotive landscape, setting a benchmark for competitors and shaping consumer expectations for decades to come.

Read more: <a href="https://www.storyboard18.com/advertising/hyundai-motor-india-ipo-sebi-clears-path-for-record-breaking-public-offering-43081.htm">Hyundai Motor India IPO: SEBI clears path for record-breaking public offering</a>

The Hyundai Journey: How South Korea's Chaebol became India's Automotive Icon

Hyundai Motor India has continued to witness growth in the SUV market, COO and Whole-Time Director Tarun Garg said in an interview with Storyboard18's sister publication CNBCTV18.com. Garg said that sports utility vehicles (SUVs) make up 70 percent of their sales.

The maker of Venue, Alacazar, and Creta among others, HMI has maintained its SUV market share at a steady 18 percent (approx), showing no sign of decline, Garg added.

Hyundai's SUVs accounted for 67 percent of the company's sales from January to September 2024. Garg said that in September alone, the figure rose to 70 percent. The automaker's rural penetration matches the 67 percent-mark, the COO told CNBC TV8.

	
<a href="https://www.storyboard18.com/advertising/hyundai-motor-india-increases-ad-budget-as-ipo-nears-eyes-trusted-brand-positioning-44763.htm">Hyundai Motor India increases ad budget as IPO nears, eyes trusted brand positioning</a>

HMI is set to make a debut in the Indian stock market this month. The 27,870 crore initial public offering (IPO) of the company opened for subscription on Monday 15 October and will conclude on October 17.

According to the COO, the IPO funds will aid in expanding the company's electric vehicle segment. Hyundai's Indian arm has planned three launches in the EV segment, he added.

Acknowledging competition with brands like Kia and others, Garg exuded confidence in Hyundai's position, citing the continued success of Creta. The model has sold around 15,000 units per month, positing double-digit growth.

HMI, established in May 1996, is a part of Hyundai Motor Group. The HMIL's vehicle lineup includes sedans, hatchbacks, SUVs, and electric vehicles (EVs), featuring models such as the Grand i10 NIOS, i20, i20 N Line, AURA, Elantra, Venue, Venue N Line, Verna, Creta, Creta N Line, Alcazar, Tucson, and the all-electric SUV Ioniq 5. As of December 31, 2023, HMIL had partnerships with 363 dealer companies for distribution and sales in India.

The price band of Hyundai Motor IPO is between Rs 1,865 and Rs 1,960 per share. The company's value is pegged at around Rs 1.6 lakh crore post-IPO.

Hyundai Motor India accelerates in SUV market, eyes growth with IPO, EV expansion: COO Tarun Garg

In a memorable Super Bowl ad, actor Jeff Bridges introduced audiences to the Hyundai Genesis, which had then just been crowned the '2009 North American Car Of The Year'. 

The ad, titled "Angry Bosses," took viewers on a humorous journey through the reactions of high-powered executives from luxury car brands like Lexus and BMW. The commercial announces that the Hyundai Genesis has been named the '2009 North American Car Of The Year,' a fact that may not require much context for most viewers. 

However, it's the portrayal of Japanese and German bosses fuming over Hyundai's unexpected victory that steals the show, cleverly positioning the brand in the same elite league as its more established rivals.

<iframe width="560" height="315" src="https://www.youtube.com/embed/0f3OfeZM7QA?si=IDBSR62JxvV721xf" 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>

What makes this ad particularly effective is its repeated emphasis on the Hyundai name, ensuring that audiences won't forget whose side they're on.

As viewers watch these corporate titans lose their cool, the ad cleverly reminds them that Hyundai's impressive recognition comes from a brand that stands confidently alongside automotive icons. "Win one little award and suddenly everyone gets your name right," remarks Bridges in the ad.

Unlike many commercials that keep viewers guessing until the very end, this ad made its identity crystal clear, emphasizing the brand name with relentless repetition. The clever framing of the Hyundai Genesis alongside high-end competitors not only highlighted the car's accolades but also positioned Hyundai as a serious contender in the luxury market. 

So, the next time you're admiring a sleek new model, remember Jeff Bridges and the simple truth: "It's Hyundai, like Sunday."

Read more: <a href="https://www.storyboard18.com/advertising/hyundai-motor-india-increases-ad-budget-as-ipo-nears-eyes-trusted-brand-positioning-44763.htm">Hyundai Motor India increases ad budget as IPO nears, eyes trusted brand positioning</a>

'It's Hyundai, Like Sunday': A Super Bowl lesson in pronunciation

Hyundai Motor India Ltd, which is preparing for its upcoming IPO, has significantly increased its spending on advertising and marketing over the last two fiscal years. The automaker has affirmed its commitment to continue these efforts in order to strengthen its position as a trusted brand in the Indian market.
The Indian arm of the South Korean automaker is set to make a debut in the Indian stock market in just 10 days.

Hyundai Motors's IPO size is pegged at Rs 27,870.16 crore. The maker of the Creta car has set a price band of Rs 1,865-1,960 per share. The issue will open on 15 October 2024 and conclude on 17 October. 

According to the Draft Red Herring Prospectus (DRHP), submitted to the Securities and Exchange Board of India (Sebi) in June this year, Hyundai Motors has spent Rs 677 crore on advertisement and sales promotion on a standalone basis in fiscal year 2023 (FY23). The ads expenses saw an increase of 37.66 percent in contrast to FY22 expenditure at Rs 491 crore driven by campaigns exhibitions and new launches.

<a href="https://www.storyboard18.com/advertising/swiggys-ad-spend-drops-26-to-rs-1850-79-crore-in-fy2024-to-cost-effectively-invest-in-marketing-43347.htm">Swiggy’s ad spend drops 26% to Rs 1850 crore in FY2024; to ‘cost-effectively’ invest in marketing</a>

Hyundai has planned to invest in targeted marketing campaigns through digital media initiatives, sponsorships, television advertisements, gaming shows, and sporting events and celebrity endorsements in the future.

In the DRHP, the automaker mentioned, "We collaborate with our dealers for promotion and advertising through various media and supply dealers with promotional materials for sales and service marketing". 

	
<a href="https://www.storyboard18.com/how-it-works/rs-580-bn-boom-indian-digital-ad-spending-set-to-surge-15-9-this-festive-season-41419.htm">Rs 580 bn boom: Indian digital ad spending set to surge 15.9% this festive season</a>

As of December 31, 2023, Hyundai Motor India had partnerships with 363 dealer companies for distribution and sales in India.
Notably, Hyundai's advertising expenses lag significantly behind those of its rival, Maruti Suzuki India. The Indian subsidiary of Japanese automaker Suzuki Motor Corporation spent Rs 947 crore on advertisement and sales as compared to Rs 668 crore in FY 2022. Additionally, Tata Motors' standalone publicity expenses in FY23 and FY22 stood at Rs 439.7 crore and Rs 321.4 crore, respectively.

HYUNDAI