After launching five models in the Indian market, Korean auto major Hyundai Motors India Ltd (HMIL) is all set to roll out its latest offering, 'Getz'. Manager-Marketing Sanjiv Shukla says Getz is priced between Rs 4.5 lakh and Rs 5 lakh and is positioned between the B and C segment. The company has earmarked an advertising budget of Rs 8 crore and the electronic and print campaign will hit media on September 11.
Disclosing further details, he said sales of around 3,000 to 5,000 units is anticipated by the end of this year. Key features of the 1.3 litre (1300 cc) car’s engine include inline four-cylinder, 16 valves and electronic fuel injection. The car will be retailed through 130 company dealers across the country. “The target group is young, urban Indians who prefer style and design above size. It will give a good competition to the Ikon, Esteem and Corsa,” Shukla said.
HMIL is expanding its production capacity to 2,50,000 cars per annum by the end of this fiscal against 2,00,000 cars now. The company registered a 20 per cent growth in sales and expects to reach the target of Rs 1,700 crore in exports next year compared to Rs 1,000 crore this year, Shukla said.
Anand Narsimha, Executive Vice-president, Saatchi and Saatchi, says the creatives of the ad have been developed in a month’s time. He said, “Getz is a premium hatchback car. The creatives target the young in the 25-35 years age group, those who are upwardly mobile and successful. It is being positioned as a lifestyle product--stylish, trendy, with a lot of attitude. Basically the ‘coolest car’ one can buy. The main theme of the campaign is ‘it Getz you’, thereby reinforcing the idea that the car has a lot of style, space, comfort and power.”
The print campaign will hit all major newspapers and magazines.
The teasers for the electronic campaign (TV and radio) have been on air for some time. The final TVC that will break on September 11 has been produced by Red Chillies, the production house of Bollywood star Shah Rukh Khan. “This TVC again has a lot of music and dance which reinforces the idea ‘Getz gets you’,” Narsimha said.