Kia India brings tales from urban jungle with #TheUrbanWilds campaign

In yet another facelift for one of their most popular cars, Sonet, Kia India unveiled The new Sonet with a new proposition – The Wild. Reborn. Packed with premium features, new-age tech, and stunning looks, Kia India introduced ADAS Level 1.0 in The new Sonet, making it the best in the segment when it comes to safety.

To promote The new Sonet, Kia India released a campaign comprising 7 digital films, aptly titled “#TheUrbanWilds”, with each film showcasing a feature. Translating the proposition, The Wild. Reborn. these digital films are a fresh take on the tales from the urban jungle and how The new Sonet empowers users to maneuver through situations that are typical of city driving. Slickly packaged, these films are targeted towards Gen Z customers who live in the moment and want to enjoy the most of it. As Orry would say, he lives and thus he is a liver, the audience would find plenty of pop culture and meme references in these films that gel well with the Gen Zs that thrive on memes. With these films, Kia India has cleverly managed to marry the two worlds – good Ol’ mockumentary and Gen Z feels. That’s clearly ‘Moye Moye’ for the competition. 

Commenting on the campaign, Shakti Upadhyay, Head, Marketing & PR - Kia India says, “In the era of attention economy, short and concise messaging is preferred. But we feel that attention spans are not inherently short; rather, it's about the relevance of the story being told, prioritizing connection over a mere sales pitch. Just like this one from our long-form content series for The new Sonet crafted for the young & dynamic ones who thrive on hustle yet live life to the fullest.”

Conceptualized by Innocean India, #TheUrbanWilds campaign relooks at car commercials and takes a story-telling approach instead of focusing on just showcasing the features. Santosh Kumar, COO – Innocean India says, “We wanted to break away from the traditional approach and bring something fresh to the table. We figured that if a story is told interestingly, audiences will lend an ear despite the duration of the content. We also wanted to experiment with today’s audience that’s known for shorter attention spans and mindless scrolling, and with #TheUrbanWilds campaign, our thoughts resonated with Kia India and its audience.”

With #TheUrbanWilds making waves, Kia India is all set to take The new Sonet to the Gen Z audience and talk to them in the language they speak.