As an extension of the #TheDriveWithin marketing campaign, Hyundai India has launched one other leg of the marketing campaign that includes cricketers of the Indian women’s workforce Smriti Mandhana, Taniyaa Bhatia, Shafali Verma and Jemimah Rodrigues. The marketing campaign, launched close to International Women’s Day, highlights the real-life tales of the main Indian women cricketers to encourage at this time’s women to observe their ardour and turn into profitable in their careers. Virat Khullar, Group Head – Marketing, Hyundai Motor India Ltd. talks concerning the perception behind the brand new marketing campaign, leveraging sports activities occasions to succeed in the fitting goal group, efforts towards women empowerment, advertising and marketing spends, and extra.
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Please inform us concerning the perception and inspiration behind the brand new Women’s Day #TheDriveWithin marketing campaign. What metrics are you aiming to attain with this marketing campaign?
As a extremely youth-centric model, Hyundai goals to have a good time the true expression of Women Power and encourage budding women athletes throughout India. #TheDriveWithin marketing campaign captures actual occasions and tales from the lives of 4 main Indian Women Cricketers who’ve laid a major and robust contribution to Indian Cricket. We imagine their grit & spirit is exemplary and will be an inspiration for all the nation and budding athletes to harness their internal drive.
The marketing campaign options Indian cricketers Smriti Mandhana, Taniyaa Bhatia, Shafali Verma and Jemimah Rodrigues. What are the synergies right here and the way are you taking a look at leveraging this affiliation?
We have had a long-standing affiliation with sports activities, our gamers, in addition to audiences, share synergies with sports activities throughout the globe. Athletes internationally are pushed by ardour and dedication which allows them to turn into prime performers globally. Hyundai additionally shares this similar spirit of grit and willpower; growing merchandise and options which can be constructed with ardour and dedication to showcasing a superior efficiency on the world stage.
#TheDriveWithin will put forth the resolve of those cricketers that pushes them to interrupt boundaries and excel with the help of their family members. Each movie will individually showcase how a key particular person in the lives of those younger and gifted Women Cricketers has inspired, challenged, and supported them in their journey to harness #TheDriveWithin.
How are you constructing on the sooner #TheDriveWithin campaigns?
We beforehand introduced our affiliation with 4 Indian women cricketers showcasing their drive to attain extraordinary feats and attain the head of efficiency. This new marketing campaign additional builds on the narrative, giving viewers an perception into the real-life tales that drove these people to attain larger and higher than earlier than. Through the affiliation, Hyundai has been in a position to construct on the distinctive life tales of Smriti Mandhana, Taniyaa Bhatia, Shafali Verma and Jemimah Rodrigues and join audiences with their inspirational tales.
How are you taking a look at leveraging the ICC Women’s World cup? Are you taking a look at associating with the Indian women’s cricket workforce or another sporting occasion?
Hyundai Motor India is related to BCCI as an affiliate sponsor for all worldwide matches at house. For ICC Women’s World Cup, we’re a Co-Presenting accomplice, amplifying our affiliation multifold and additional strengthening our bond with cricket. This affiliation is one other step towards motivating and empowering the Indian women sportsperson.
What is the media combine you’re looking at to advertise this marketing campaign? Please give us a way of in phrases of share.
#TheDriveWithin marketing campaign will run from March to April 2022, showcasing Hyundai’s dedication to encourage Women Athletes. We will be selling the marketing campaign throughout digital and digital mediums together with TV Exposure throughout the Women’s World Cup.
As a corporation, what are Hyundai’s efforts towards gender range and women empowerment in India in addition to globally?
Hyundai continues to grasp its international imaginative and prescient of ‘Progress for Humanity’ by numerous partnerships with women leaders to help and empower younger expertise. Our partnerships signify Hyundai’s dedication towards enabling women’s energy that defines the brand new age India. As women empowerment is key in driving a rustic’s socio-economic progress, in the longer term, we will be investing in modern campaigns towards gender range and women empowerment. Also, on common foundation, we’ve been dedicated to iterating applications and insurance policies that will profit all staff, particularly women and underrepresented teams on the firm.
For FY21, your digital media spends share had jumped up from 10 to 30%. What share is it at at present? Are you seeking to enhance that as nicely?
Hyundai follows a digital-first advertising and marketing method. With digital being the quickest medium to succeed in Millenial & Gen Z audiences, being a youth-centric model, we discover new methods to succeed in out to our viewers with initiatives like Influencer Marketing. Hyundai India is No. 1 group on social media channels amongst automotive manufacturers in India. For the previous a number of years, investments in conventional promoting have been constant however digital advertising and marketing spends, by comparability, has constantly and considerably grown yr after yr.
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