Hyundai gets online artistes to promote Grand i10

We spoke to Puneet Anand, general manager and group head - marketing, Hyundai Motor India about his new digital campaign.

To promote the comeback of the Grand i10, Hyundai Motor India has released a digital campaign titled 'Comebackpedia by the #Wowsome'. What's interesting about this campaign is that it features YouTube stars and standup comedians Mallika Dua, Vipul Goyal (last seen in TVF's Humorously Yours) and Amit Tandon. The brand has also tied up with four more comedians.

In a two-minute-long online ad film, Mallika, Vipul and Amit ask fans to create an encyclopedia of interesting comebacks, in the form of a 'meme', a format popular among today's youngsters.

The call-to-action part is - netizens are invited to log on to www.itswowsome.com and create a 'meme' using the expressions of their favourite artists. The best entries will stand a chance to win merchandise from the brand and feature in a video created by these humour artists.

The film created by Innocean Worldwide India, was released on YouTube on February 9 and has got over five lakh views so far.

About this campaign, Puneet Anand, general manager and group head - marketing, Hyundai Motor India, tells afaqs!, "...When the Grand i10 campaign was conceived, we thought of making two taglines - one is 'wowsome' and the other is 'comeback'. Comeback is the theme of our campaign. So all our TV, print and digital campaigns were built on these platforms."

Talking about the target group, he says, "Grand i10 is a mass product and the largest selling car from the Hyundai portfolio. 30 per cent of my volumes are coming from Grandi10. I still have to achieve economy of scale so my TV and print campaigns are catering to a national population."

He goes on to add, "The print campaign was spread out for one week across all major newspapers and the TVC is a month-long campaign. It will be aired on all the major channels. But when it comes to our digital campaign... well, it is for a targeted audience because our TG is SEC A, 25-35 year olds from tier I and II towns. They are all well connected with social media."