Top Story


Home >> Advertising >> Article

Santro shifts focus of its advertising on eve of Swift launch

Font Size   16
Santro shifts focus of its advertising on eve of Swift launch

Hyundai Motors has launched a new advertisement announcing the Santro Xing with 'active intelligence' technology engine. This time the company has decided to use the print and radio as a medium to talk about the benefits to the customers.

Unlike the usual brand campaign leveraging on the "feel-good drive" that Santro offers and not to forget Shahrukh Khan reminding you that this is the "sunshine car," this commercial is pretty much a matter of fact ad, which solely talks about the engine benefits.

On the client's brief to Saatchi and Saatchi, Pradeep Saxena, DGM-Marketing, Hyundai, said, "When we have used Shahrukh Khan for the commercials, the purpose was truly to build the brand. Here, we had to communicate to the customers about the technological change and the commercial had to be informative enough."

Saxena said the print commercial was adopted as a lot of information could be delivered through this. The private FM radio listeners are generally the ones who already own a car an the idea was to inform them further on the new features available through the eRLX engine."

The engine facilitates improved mileage and power. Saxena said, "Most of the time you encounter varying driving conditions demanding more power, efficiency, reliability and long life from the engine. The 'active intelligence' technology empowers the engine to think and operate at its best under any usage condition delivering maximum power and mileage."

Asked if the company is going to have a reaction campaign, with just a day to go for the Swift launch from Maruti Udyog's stable, Saxena denied this stating, "We don't believe we need to react to the Swift launch. Moreover, any reaction can happen only once the product has been launched."


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...