Hyundai’s Blockbuster Creta Launch: The making of the Bollywood-style campaign

Hyundai India has marked its presence as a dominant force in the Indian automobile industry with the Hyundai CRETA. For the launch of the new Hyundai CRETA 2024, a comprehensive 360-degree marketing campaign was meticulously planned and executed, aiming for a blockbuster impact that befits its status in the automotive landscape.

In an interaction with Adgully, Virat Khullar, AVP & Vertical Head, Marketing, HMIL, delves into the core idea and ideation behind their blockbuster Creta launch; Creta’s sale and much more…

Given the CRETA's moniker as the "king of SUVs" and a "blockbuster SUV," the campaign adopted a fitting "blockbuster Bollywood" theme. To elevate the impact, Hyundai roped in the king of Bollywood, Shah Rukh Khan, as one of the faces for the campaign. Deepika Padukone, another Bollywood icon, was also introduced to add an extra layer of star power.

Khullar revealed, “When we talk about the early part of 2023, we started work on the Creta launch. Creta is the number one model for Hyundai, more than 20% of our sales. Whenever we talk about Creta, we have to put in our best. The single one-line brief was - ‘Let's launch it like a blockbuster’.”

For the creative and digital aspects, Hyundai collaborated with Inocean India, their syndicated agency globally. The media side was handled by Havas Group, focusing on the Indian market. The directorial collaboration involved Siddharth Anand, adding an extra layer of expertise to the project.

Khullar emphasized Creta's blockbuster status for Hyundai, having sold over 9 lakh units. The challenge was to create a lasting impact within a tight 15-day window leading up to the launch. The strategy involved releasing teasers without revealing the brand name, building anticipation akin to a movie launch.

“In the campaign period, about 15 days, and pre-campaign period, we've had a five-fold increase in website visits. We've already received more than 50,000 bookings for the Creta,” highlighted Khullar, showcasing the successful outcome of their approach.

The teasers, strategically released without the brand name, aimed to generate a buzz and curiosity in the audience. The campaign's success is evident in the significant surge in website visits and the impressive number of pre-launch bookings.

Watch the complete interview with Virat Khullar below: