Hyundai Motors India Limited (HMIL), for the first time jumped onto the Internet bandwagon to promoted its flagship brand—Hyundai Santro. As part of its Internet strategy, HMIL has tied up with Indya.com to launch its Net initiatives.
Indya.com has designed a microsite for Hyundai— indya.com/2 lakh — and has also launched an online promotion titled “Dekhte dekhte do lakh”, informs.
The online promotion is further integrated with the electronic media through television commercials, which are conceptualised and developed by Indya.com. Creatives are handled by Lowe Lintas & Partners.”
As for its media strategy, the company plans to beam the aggressive television campaign on leading satellite channels which include Channel V, Star Plus, Star World, National Geographic and Star Movies.
Being the official site for the popular game show — Kaun Banega Crorepati (KBC), indya.com has integrated the proposition of Dekhte dekhte do lakh contest with KBC. Hence, to take part in the contest, viewers have to answer two questions from the previous night’s episode of KBC and one question on Hyundai.
In addition to the contest, the microsite showcases the complete range of Hyundai cars, an EMI calculator for financing the cars and a fun game called ‘Dress up your Santro’, wherein a user can virtually dress up his car online.
Meanwhile, with competition hotting up in the small cars market, auto majors are rolling out online promotions and CRM programmes to promote their brands. In a bid to promote the Indica V2, Tata Engineering recently launched CRM programmes run by Indica Club. Likewise, Ford India has revamped its Website to promote its Ikon range.