Hyundai Motor India has launched a hard-hitting print campaign to announce the emergence of Santro as the country’s No. 1 Small Car. The campaign has comparative ratings from Tata group publication ‘Overdrive’ and JD Power Study, which points to Santro’s certain superiority over other B class rivals.
The new print campaign is running simultaneously with Santro’s Sharukh Khan-starring wedding TVC across key channels.
The first in the series is the Bestseller campaign, which communicates about Santro being the bestseller car consecutively for the year 2000 and 2001 with combined sales of 131,797 cars. The second focuses on Santro rated as the Best Small Car and also the Most Appealing Car by JD Power Study for two consecutive years 2000 and 2001.
The third campaign, Santro borrows from a Tata Publication, Overdrive (may 2002), to link Santro with Best Fuel Economy. The fourth ad again makes comparisons with rivals, including Indica Diesel and Palio 1.2, and attributes Overdrive April 2002 to rank Santro as the Most Affordable Car in terms of frequently used spare parts. And the fifth campaign talks about Santro as the Most Practical Car (reference April 2002 issue of Automotor and Sports.
And finally, Hyundai ad makes a definite conclusion by describing Santro as ‘The Best Small Car 2002’ — again attributed to May 2002 issue of Overdrive 2002.
Hyundai has sold 26,496 units of Santro and plans to maintain sales volume of over 6,000 units a month. The carmaker’s sales target for the year 2002 is 1.1 lakh cars, including Accent and Sonata, up from 1 lakh cars last year.
Source: Financial Express