Hyundai Motor India Ltd., India’s largest passenger car exporter and second largest car manufacturer launched a unique viral campaign ‘Hyundai i20 Casts a Spell’ to promote the i-Gen i20; an initiative to expand its outreach through digital medium. Targeting the youth, HMIL has undertaken a slew of initiatives to engage its customers and bolster the appeal of the brand.
The ‘Cast a Spell’ video has gone viral and garnered over 1 Million views on YouTube and other digital platforms within a span of 3 weeks. This digital film uses a generous sprinkle of humor to highlight the car and its innovative features. The viral campaign creatively highlights the hatchback’s latest features including its automatic headlamps, rain sensing wipers and rear view camera with parking sensor. Unbridled by the constraints of a television commercial with limited time frame of 20-30 seconds, the video has been successful to engage its viewers, all in a short span.
On the Hyundai i20 viral video, Mr. Nalin Kapoor, Senior GM and Group Head, Hyundai Motor India Ltd., said, “The audience of digital media is innovative and experimental in their reception to brand communication. The viral video for the i20 was conceptualized to reach the youth on the internet in an engaging format. The i20 viral campaign was developed to create a buzz on the digital media, involve and engage consumers using humor and at the same time communicating class leading features of the i20.”