Hyundai Motor India Ltd. (HMIL), a leading automaker has announced its latest multichannel media campaign for Hyundai Exter, titled ‘Dil mein Bas Jaye Exter’.
The campaign, featuring a series of six quirky films, aims to significantly enhance brand recall surrounding the Exter, while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40+ safety features, Paddle Shifters, Sunroof, Cruise Control, Hill Assist Control, and more.
The TVCs incorporate carefully curated regional nuances to resonate deeply with diverse audiences, ensuring a powerful and lasting impact that transcends cultural boundaries. These films, characterized by their unique and humorous storyline, with a common central character ‘Surya’, who embodies the spirit and features of Exter in a convincing yet entertaining manner, the company said in a media release.
Virat Khullar, AVP & Vertical Head, Marketing, Hyundai Motor India Limited, said, "The ‘Dil mein Bas Jaye Exter ’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about Exter , these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai Exter."
He added, “In addition to the TVCs, we've developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the 'Dil me bass jaye EXTER' positioning digitally, maximizing engagement and resonance, particularly among the Gen Z demographic. By extending the campaign's reach to social platforms, we anticipate heightened participation and advocacy for Hyundai Exter."
The multifaceted campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. Targeted towards driving higher website visits and video views, the campaign will utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sport enthusiast, and travel affinity audiences. Since its launch in 2023, Hyundai Exter has garnered phenomenal customer response and critical acclaim.
Over 100,000 bookings and capturing a remarkable 34% segment share, Exter has firmly established itself as a top choice in its category. Notably, the higher trims featuring enhanced convenience features, including a sunroof and Hyundai Bluelink Connected Car technology, have contributed to over 70% of Exter sales, the company added.
With 20 first-in-segment features and 9 best-in-segment features, Hyundai Exter continues to elevate the aspirations of Indian customers. Over 38% of Exter buyers are first-time car buyers, with an average age ranging from 18 to 29 years.
The ‘Dil mein Bus Jaye Exter’ campaign represents Hyundai’s unwavering commitment to delivering innovative, customer-centric marketing initiatives, the release added.
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