"An engagement not thought through well doesn’t work out well"

Entertainment is the marriage between celebrity, brand, music, sport, & Hyundai has used these to engage with customers, says Hyundai’s Nalin Kapoor

by Twishy
Published - Mar 4, 2013 6:41 PM Updated: Mar 4, 2013 6:41 PM
"An engagement not thought through well doesn’t work out well"

From association with cricket and FIFA to placing creativity in the hands of the consumer through ‘Write your i10 story’ and campaigns titled ‘Live Brilliant’, Hyundai has made car marketing truly entertaining. The brand’s association with Shah Rukh Khan, recent campaigns like – Write Your i10 Story with Khan, ‘Live Brilliant’ and engagement titled ‘Moments of Brilliance’ have brought forward the aspect of marketing though entertainment.

Highlighting the importance of sports, celebrities and fashion, Nalin Kapoor, Senior General Manager and Group Head – Marketing, Hyundai Motor India spoke on the relevance of cross-media digital activations and value of cricket that goes beyond just a sport. He feels that cricket is a means of entertainment, bonding and engagement apart from being a regular sport that made the brand the official sponsors of ICC cricket. Entertainment is the marriage between celebrity, brand, music, sport and Hyundai has associated with these properties to make it engaging for the customers.

The brand has introduced the concept of fan parks that has giant video screens along with quizzes, concerts, tattoo-making to make the experience richer. The products are launched with high entertainment quotients like fashion shows, dance and dramas. ‘I Live the Uber Life’ campaign of i20 was based on the concept of ‘Uber Cool’ idea and this contest named ‘I Live the Uber Life’ discovered millions of brand engagement opportunities across all the online platforms. The consumers were asked to share their Uber Life ideas through unique images of their ‘Uber life’ moments at the brand’s social page. The crowd-sourcing activity ‘WriteYour i10 Story’ contest has invited scripts for the new i10 TVC and the winners will get an opportunity to star in a television commercial alongside Shah Rukh Khan. He believes that Shah Rukh Khan as an ambassador works everywhere and the universal appeal of the product matches with the mass appeal of Khan. Kapoor also highlighted that gaming, messaging and augmented reality is a crucial part of marketing.

On rural engagements, Kapoor said, “Movies and cricket go to the end chain, but we need to do more. There are campaigns with a rural touch and local dealers create interesting and engaging activities in the rural areas.”

He feels that cricket lovers want to watch the sport in any form, whether it is IPL or ODI. The brand wants to talk to the cricket fans and optimise on the best property. “We found ICC fulfilling all the guidelines. However, if there are opportunities, we would definitely like to look beyond ICC.”

As per the Pitch Madison Media Advertising Outlook 2013, the auto sector has started spending more on print rather than TV. Commenting on this, he believes that even when there is a slowdown, brands have to spend to stay relevant in the market and it’s not that auto is spending less. However, more money is going into print because when the sentiment of buyers is not so buoyant, it becomes important to pull people out of homes to buy the product. In order to do so, there have to be hooks like insurance and low interest schemes that have to be communicated effectively. Dealership also plays an important role and when these are the objectives, then print starts playing a more dominant role.

On selection of events for a particular brand, he said, “An engagement or association not thought through well doesn’t work out well. We have to be very careful on choosing the property. We try to improve our mapping and learn every time from the market.”

Radio also plays an important role for the brand promotions. Kapoor feels that nobody can undermine the importance of the medium and the brand has done a lot of radio activations in local languages. The activations could be promotional but they are entertaining at the same time, according to Kapoor.

Nalin Kapoor was expressing his views at the Delhi leg of the Pitch CMO Summit, held in Gurgaon on March 1, 2013. The Summit was presented by Colors Viacom18 in association with MEC.

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