Innocean Worldwide India's new campaign for Hyundai Creta goes where aspirations take you

Creta.jpgIndia has seen a growing preference for SUV's in the recent years. Hyundai has been riding the crest of this wave in the compact SUV segment with Creta. The category is growing annually at the rate of and has presence of all leading OEMs.

Since its launch in 2015, Creta has won 26 prestigious awards including the most coveted ICOTY (Indian Car of the Year) award and has become the most popular and loved brand from the Hyundai stable.

The new 2018 Creta which hit the road in May 2018 has created excitement with its Bolder and Stronger Exterior Design and Hyundai's new signature Cascade Design Front Grille that commands an even Stronger Road Presence.

The challenge for the team at Innocean Worldwide India was to create the communication to bring alive the bold attitude of Creta and the new first-in-segment features in the car. Keeping in view the evolving media habits and preferred touchpoints of the target audience the team at Innocean and Hyundai adopted a digital first strategy and then expanding the idea outreach through TV, print, OOH and activations.

Creta 2.jpgCreta 3.jpgCreta 4.jpgNeetu Gour. Group Account Director, Innocean SAID,  "The primary strategic intent for us based on the brief from Hyundai was to sustain the perceptual lead Creta possesses in the CSUV category. To add edge to the brand persona we sharp focused on an aspirational TA of alpha achievers who are in a continuous state of discovery of equilibrium fueled by their success and a longing for peace." Aiding this were the tech aspects of the new feature list."

"The vehicles wow factor lay in the few notches above features like the smart key band, wireless charger and the sunroof which have been leverage prominently," adds Gour.

Launched with a 60 sec digital film, which shows a young city couple where the wife wants to go to a 'quiet' place outside of city only to come back to the lively city life after a few days, perfectly captures the mindset of the SUV customer who wants to enjoy both the city life and the 'outstation' tours. Creta being the 'Perfect SUV' is a smooth ride for both the scenarios.

The second film shows the evolved and nature loving customer of Creta who on seeing an injured baby falcon immediately gets into action and is able to put the bird safely into its nest. The mother falcon flies above the Creta as a gesture of gratitude. The powerful Creta with it's high -tech features enable the hero to rescue the bird.

The films have been scripted by Saminder Ghai, Creative Director at Innocean.

"Our intent was to capture the conundrum the yuppy crowd faces of being in the thick of city life yet longing for a getaway only to discover that they would rather be back in the city. In a sense it also acts as a metaphor for the suitability of Creta as a vehicle that tames the city life and the outdoors. The second one titled 'The Falcon' shows the adventure loving yet a responsible side of the Creta protagonist. All in all, the idea is to evolve the brand idea of perfect SUV to the next level and link it to the aspirations of the target group," said Ghai explaining the creative ideas evolution.

The films are being showcase across prominent social media platforms - Facebook, YouTube, Twitter, native ads plus impact presence on news, business and auto sites. The TV has commenced from this week and deploys a mix of news and business channels.

Summing up the entire communication thrust for Hyundai Creta, Anushina Rajesh, General Manager Innocean said," The strength of the strategy and the creative idea for Creta lies in their integrated expressions across all touch points of Digital, ATL and Activations. We see the brand preference growing exponentially in the days to come."

Credits -
Sr. ECD: S M Talha Nazim
Writer: Sammy Ghai
Executive Director: Arjun Modayil
General Manager: Anushina Rajesh
Group Account Director: Neetu Gour
Digital: Abhishek Chhabra, Pallavi Devdas
Director: Marlon Rodrigues
DOP: Gianni Giannelli
Producers: Raj Goswami and Sunil Sharma
Client: Hyundai Motor India
Sr. General Manager & Group Head Marketing: Puneet Anand

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