Innocean Worldwide launches the Great Indian Celebrathon 2017 festive campaign for Hyundai

Amidst the heavy festive clutter, Innocean Worldwide India chose to announce the Hyundai festive campaign in a rather unique manner. 

Hyundai Celebrathon, a property created for Hyundai Motor India, announces the festive season offers where consumers get the best deals and savings on Hyundai cars throughout the festive season.

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“At a time when every brand, irrespective of category, is vying to make themselves heard, the challenge was to be differentiated, while retaining the ubiquitous festive feel that’s relatable. Push it too much, and you lose the essence,” said Smriti Chawla, Sr. GM Client Services, Innocean Worldwide.

The ad for Hyundai Celebrathon takes the viewer on a delightful journey across India, with the festivities as seen through the eyes of a new Hyundai owner. What makes it different is the use of bobbleheads as representative of the India that buys a Hyundai. From all 4 regions, city to small towns, the line-up captures it all. Blend that visual with a foot-tapping, peppy song with a universal celebratory appeal, the commercial is something everyone would look forward to seeing.

“We didn’t want to create just another celebratory, tactical festive video like most brands do. While we used a device, the bobblehead, that is intrinsic to the car category, the music is something that enhances the festive mood each time you give it a listen,” said Talha Nazim, Senior ECD, Innocean Worldwide India.

The uniqueness isn’t limited to the film, the branding has a very Indian genesis as well. The festive season in India starts with Ganesh Chaturthi in August, and ends with Christmas in December. The festivities are not limited to any region or religion. ‘Celebrathon’ captures the spirit of this Great Indian marathon of never-ending celebrations.

The concept of Hyundai Great Indian Celebrathon was introduced last year. As explained by the Innocean team, it was important for them to explain the concept in year 1, which is why they had a simpler approach; this year they intended to take the communication further and give it a higher recall value.

“While every other brand tries to tug at a consumer’s heart strings with a ‘family-centric’ film, we just wanted to take the viewer on a fun ride. Festive period is very crucial to the market, and we hope this campaign gets us the numbers as well,” added Arjun Modayil, Executive Director of Innocean Worldwide India.

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