Hyundai Motor India and Shah Rukh Khan urge customers to #BeTheBetterGuy

This year Hyundai completed 20 years in India and to celebrate the occasion launched several high impact campaigns throughout the year. They launched the ‘Brilliant Moments’ earlier this year to tap into the nostalgia element associated with their brand to strike a chord with their customers.

On 27th June, they launched several brand films like ‘The Deal With ACCENT’ and ‘Army with Santro’ that got an overall of 500 mn views. These corporate films had an enormous impact in reiterating the customer centric values of the brand.

Read more about those campaigns here.

Now Hyundai has launched #BeTheBetterGuy campaign that speaks about road safety ahead of the National Road Safety Week on 11-17th January. This campaign is an extension of their global campaign ‘Safe Move’ – a road safety initiative. As part of the awareness drive, Hyundai has conducted ground activations at 100 Schools across 11 cities and 14 Malls across 7 cities to help both drivers and pedestrians take precautions to travel safely on roads.

Phase I and II of Road Safety Campaign #BeTheBetterGuy were a huge success with over 3.84 Million views in 2016 and over 17 million in 2017. The campaign also won several accolades by eminent Indian media.

In conversation with Adgully, Puneet Anand, Sr. GM & Group Head – Marketing, Hyundai Motor India Ltd. speaks about the initiative, the importance of road safety and Hyundai Motor India’s game plan for the year 2019.

Campaign Brief

Hyundai Motor India Ltd. (HMIL) in association with Ministry of Road Transport and Highways started the Road Safety initiative in 2016. #BeTheBetterGuy Campaign was released as a part of the road safety program aimed at creating a positive change in the society and inspires people to adhere to traffic rules.

The campaign is a part of ‘Safe Move’, one of the key pillars of Hyundai Motor Group’s long-term road-safety CSR initiative across the globe. ‘Safe Move – Road Safety Campaign in India focuses on spreading awareness about the importance of road safety to bring about a significant behavioural change amongst the masses.

This film features Hyundai’s corporate brand ambassador Shah Rukh Khan marks phase III of #BeTheBetterGuy road safety initiative by Hyundai since 2016 and draws attention to critical issues pertaining to road safety such as– under age driving, don’t drink and drive, usage of mobile phone, over speeding and violation of traffic signal.

The film of #BeTheBetterGuy campaign is being promoted largely on all social media platforms - Facebook, Twitter, Youtube and Instagram and on many automobile portals. The video has received an overwhelming response with over 40 million views in just over a month’s time.

Hyundai being a responsible and caring automobile manufacturer has been committed to making road safety a mass movement in India. The Road Safety Campaign #BeTheBetterGuy since inception has received an overwhelming response and has won prestigious awards on Road Safety Campaign by Eminent Indian Media Houses.

The core objective is to sensitise people to drive safely and adopt safe driving habits for the safety of others as well.

Puneet Anand
Puneet Anand

You are promoting car safety through your brand ambassador. Does this resonate with your customers?

#BeTheBetterGuy- Road Safety awareness film features Hyundai’s Corporate Brand Ambassador Mr. Shah Rukh Khan persuading safe driving practices. Hyundai and Shah Rukh Khan’s association has been the longest and consistent in the industry, making it one of the longest brand-ambassador partnerships ever with over 20 years in India.

As a mass influencer and India’s most loved Youth icon, Shah Rukh Khan helps promote the Road Safety Campaign #BeTheBetterGuy with extreme grace and poise that leaves an ever-lasting impression on people. Since inception the film has received an overwhelming response with over 60 Million Views and has won prestigious awards on Road Safety campaign by eminent Indian media.

We undertake a lot of on-ground activities to connect with the audiences directly and make them aware about road safety. In addition to the social media engagement, we organize School Contact program aimed at young children, Mall Contact Programs aimed at families. Over the last three phases of the campaign, Hyundai Motor India Foundation has successfully reached out to over 243,000 students in 392 schools, 120,000 families in 29 malls and over 23,000 residents through 146 RWA’s (Resident Welfare Association). In total we have reached out to over 4 lac individuals and made them aware about road safety. 

The automobile sector took a dip this year despite several innovations in hybrid cars. Why? Going forward in 2019 what will be your plan to action?

As a technology and innovation driven brand, Hyundai India is committed to deliver ‘Shared’, ‘Connected’ and ‘Zero Emission Mobility’.  Hyundai has global technology to deliver every type of electric vehicle including hybrid electric vehicles (HEV), electric vehicles (EV), and fuel cell electric vehicles (FCEV).

Hyundai is keen to bring its global expertise in Electric Vehicle to India and we are ready to introduce India’s first full-fledged electric SUV in 2019.


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