Campaign details

Agency: First Partners
Brand: Hyundai Motor India

Situational analysis

Hyundai Verna needs to make a successful comeback in the hotly contested market segment of premium sedans

Hyundai is the second largest car maker in India. With its Modern Premium positioning, the company has a hugely successful portfolio of automobiles that personify the young Indian buyer's evolving aspiration for futuristic technology & features, appealing contemporary exterior design and fine interiors.

India is among the most fiercely competitive car markets in the world today. The world's best and the biggest automobile brands are present in the country, jostling for customer attention. Customers are spoilt for choice with a slew of new car launches every year. Existing players need to grow continuously to retain their market share in this growing market.

The 2017 growth for Hyundai Motor India was dependent on the success of its forthcoming global new launch - the Next Gen VERNA - a premium sedan, as there were no other launches planned in the year by Hyundai. Premium sedan is one of the toughest car segments in the country with the long-standing war horse Honda City, firmly entrenched in the market and the new sensation the Nexa Ciaz, giving a tough fight. Hyundai had exited this segment three years ago and the present launch was key to make a comeback for the brand.

Objectives