The Hindu Business Line : Hyundai to launch new corporate campaign

Hyundai Motor India is launching a corporate campaign in a bid to leverage its brand across all segments and enhance its image, especially in the entry-level luxury segment.

The campaign is most likely to begin in mid-October just before major festivals such as Diwali commence.

Innocean Worldwide India, an internal ad agency, will develop the campaign and promote through specific niche media such as targeted magazines and electronic media.

The campaign will be part of its brand promotion exercise on an annual basis. Funds will be resourced through the annual budget allocated for brand promotion.

Low recall

A strategic research analysis conducted by the company had revealed that in the entry-level segments such as the D (Elantra) and D plus (Sonata) segments, the brand has a low recall. Hence, it took the decision to launch a corporate campaign.

The campaign will showcase the company's strengths in premium segments rather prominently, said Mr G. Sanjay, Deputy General Manager.

"We will play on the corporate image with emphasis on features such as engine technology enhancements, safety standards, and steady product innovations that Hyundai is globally known for."

Analysts said that the campaign could boost the brand's presence in the country and help gain market share with the existing range of cars and forthcoming product launches. The Hyundai senior management had earlier announced that the company will launch two models every year in India, including diesel cars.

The company sold 17,032 vehicles in June 2006, up 56.2 per cent over the year-ago period.