LOVELY PROFESSIONAL UNIVERSITY

ASSIGNMENT NO. 03

COURSE NAME- ADVERTISEMENT

COURSE CODE- MGT 962

HYUNDAI i10 COMMERCIAL

SUBMITTED TO- SUBMITTED BY-

Miss. KANIKA JHAMB GOURAV SHARMA

ROLL NO. 64

SECTION- SE131
 CONTENTS

 ADVERTISING STRATEGY AND BIG IDEA

 CEATIVE EXECUTION AND TACTICS

 RESULTS AND CURRENT STATUS OF HYUNDAI

 ADVERTISING STRATEGY AND BIG IDEA

 ADVERTISING STRATEGY:-

After the Santro/Atos Prime, Hyundai needed a model to replace it and started a hatchback
project codenamed Hyundai PA. The car was to be manufactured in a new facility at Chennai,
India.

So, in order to counter other cars in market, Hyundai launched i10 with high efficiency kappa
engine along with some fine mileage stats.

Therefore, Hyundai had to advertise it in a way that it could influence people across all over
India to go for HYUNDAI i10 despite the presence of so many fuel-efficient car makers
present in the country.

So Hyundai strategized to make commercial in such a way that it could differentiate and
rather project HYUNDAI i10 as the best among all small call groups in its contemporary.

They made a strategy to convince people about the exceptional performance and
simultaneous mileage of i10’s kappa engine which no other car can provide.
So they made up plan to endorse it using some celebrity whose influence is irresistible over
people in India.

 BIG IDEA:-

The idea was brought up to form an ad with Sharukh khan , bollywood star who after
driving the i10 is so impressed with that experience that he forgets his dialogues while
acting as he says,”i love you; i10!” instead of taking the name of the girl in the shoot.

By this advertisement, HYUNDAI had a idea to let people believe that a star of shahrukh
khan’s stature too is immensely impressed by the style, design, engine power and amazing
mileage of the i10.

Now the way n strategy of ad was designed, so company was left with main task of
implementing the strategy and big idea and producing a commercial that bears them a fruit
which they desired for and hoped too.
 CREATIVE EXECUTION AND TACTICVS INVOLVED

 CREATIVE EXECUTION:-

Now the firm had the main challenge to complete, i.e., the task of finalising and executing the
layout of the ad to be produced for HYUNDAI i10.

This involved the type of music, surroundings, sounds effects, colours, dialogues and other
people involved in complete commercial.

This all had to be done practically with same precision and accuracy as it was laid-out on
papers as the advertisement was something that was going to project the image of i10 in front
of billion of viewers.

So, various co-actors, scenes and background music was carefully inserted in the ad.

 TACTICS:-

Various tactics are involved to make the commercial attractive and must watch.
For example, shahrukh khan was seen so delighted and overwhelmed by the sheer driving
pleasure of HYUNDAI i10 that he was just lost into it even while performing in a shoot.

They highlighted that only HYUNDAI i10 has amazing technology of engine power
combined with better mileage than any other small car all over the world which makes this an
exception.

RESULTS AND CURRENT STATUS

Hyundai i10 was widely recognized as "Car of the Year 2008" by various automotive
magazines and TV channels in India like BS Motoring, CNBC-TV18 Auto Car, NDTV Profit
Car & Bike India and Overdrive magazine. The car was conferred with the Indian Car of the
Year (ICOTY) by automotive media of the country.

The Hyundai i10 has also earned recognition through many awards such as the Best People's
Car in the Asian Auto – VCA Auto Industry Awards 2009 , 1st Place in Asian Auto-
Mudah.my Fuel Efficiency Awards 2009 in the Compact City Cars Category with a
combined fuel efficiency of 5.0l/100 km, which is not only the best performance in its
category but also throughout all the participating vehicles in Malaysia.

The Hyundai i10 also won the New Straits Times / May bank Car of the Year Award in the
Entry Level Car category two times consecutively in 2009 and 2010.
REFRENCES

1. http://www.team-bhp.com/forum/indian-car-scene/83295-celebrity-brand-
ambassadors-do-they-help-sell-cars.html
2. http://business.outlookindia.com/article.aspx?263920
3. http://www.youtube.com/watch?v=m187WO93hSM&feature=related

THANK YOU