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Hyundai extends brand association with SRK for Xcent

18-September-2014
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Hyundai extends brand association with SRK for Xcent

Hyundai Motor India Ltd (HMIL) has roped in actor Shah Rukh Khan as the brand ambassador for its family sedan – Xcent. Endorsing Hyundai’s flagship products for 16 years, Khan’s long-standing association with Hyundai personifies the modern premium legacy of the brand. Hyundai and SRK’s association has been one of the long-lasting associations, not only for an automobile company, but for any brand in India.

The new TVC has been rolled out, which is built around the theme of “multiplying the life’s joys with the generous Xtras like – Xtra space, style and comfort”. The film unfolds to show how SRK is an ‘Xtra Hunter’ and has a quest for more. Hyundai Xcent began its innings in February 2014 with the global launch at Auto Expo in New Delhi as ‘A Real Family Sedan’ and till date 35,400 Xcents have been sold.

Speaking on the association, BS Seo, MD & CEO, HMIL said, “It’s been a wonderful journey with Bollywood superstar Shah Rukh Khan, as we complete 16 years of long-standing association. SRK’s association has enhanced the brand’s reminiscence and propagated our Modern Premium brand values. And with the transition from i10 to Xcent, the new association connects the family man Shah Rukh Khan with the attributes of real family sedan Xcent. Xcent with its premium features and stylish design has made its mark amongst the customers and we are confident that the new association will create the magic again.”

Shah Rukh Khan added here, “It’s a delight to have been associated with Hyundai for 16 years and it never seemed like work to me. It was always a pleasure to be associated with one of the most trusted and loved car brand in India. For me, the brand Hyundai is family as we have grown together for the last 16 years. Hyundai has always been close to my heart, as it gave people the power to own a modern premium, stylish and valuable car.”

The new campaign of the compact sedan has been designed for the aspirational, stylish and value-seeking Indian customer. The storyline is based on the consumer insight that a typical middle class Indian pursuits for a bit of extra in every deal. The TVC shows Shah Rukh Khan, as a young professional who is a vivacious dad to twins always pursuing for Extra from his life. He is stumped one day by his own twins, who decide to playfully return the favor by demanding from the valet, a car that has more than what their present car has to offer. And what follows is ‘extra surprise’ for the family, wherein they get a ride and a ride of their lives with Hyundai Xcent. 

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