Hyundai Motor ties up with KidZania; initiates marketing through edutainment

Hyundai Motor India Limited (HMIL), the country’s largest exporter and the second-largest car manufacturer today announced its partnership with KidZania India, an indoor theme that engages children through real life roleplay. Under this agreement, Hyundai will establish the first Kids Driving School in KidZania Mumbai, targeting the age group of 4-14 years. Hyundai’s partnership with KidZania Mumbai includes the Department of Motor Vehicle (DMV), Car Dealership & Driving Street. The partnership will empower future drivers of India through an authentic driving experience.

As a part of its youth engagement program, Hyundai aims to provide first-of- its kind driving programme that will allow kids to learn the responsibilities of driving as well as road and traffic safety guidelines. If they pass their driving test they will be given a license that is valid in KidZania and can be used to drive battery operated vehicles at the Hyundai driving street. As the Hyundai Car Dealership kids can become an auto sales consultant, or a car designer. All these initiatives will offer an experiential learning and make kids enact different roles in a practical and active environment of experiences in the automobile industry.

Nalin Kapoor- Sr. General Manager & Group Head Marketing, Hyundai Motor India, commented, “We are delighted to be associated with innovative edutainment concept by KidZania. Hyundai has always been on the forefront in innovation marketing and this is one step in this direction. Unified with reality and entertainment, this initiative will provide tutoring to kids on the automotive industry in an informative and fun way. This type of knowledge embraces the understanding of road traffic rules, basic driving skills, and responsible approach towards the safety. As a responsible corporate we want to emphasis on the importance of safe driving, and through this innovative marketing platform we will communicate the message of safe driving to all the children.”

Viraj Jit Singh Chief Marketing Officer KidZania India, commented, “We are extremely excited about having Hyundai Motor India, a globally successful brand partner us on the 3 auto related activities. Hyundai is aligned with our philosophy of social responsibility. The Hyundai DMV Road safety program at KidZania Mumbai will through the use of top of the line simulators empower the next generation of drivers in India with road-etiquette, social responsibility and know-how of traffic rules.“