Innocean takes a different route to launch the new Hyundai CRETA Electric
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Hyundai Motor India has announced the launch of its newest electric SUV – Hyundai CRETA Electric through a full-fledged media campaign. Conceptualized by Innocean India, the campaign was launched in two phases– the pre-launch / booking open phase and the launch phase.
While sharing his thoughts on the pre-launch and launch campaigns, Pulak Bisht, Creative Lead – Hyundai, Innocean India said, “For almost a decade now, with more than million Hyundai Creta on road, it has been the SUV of choice for the Indian car buyers and now with CRETA coming in an Electric avatar, the challenge was to bring out the brand’s personality in a new way. While brainstorming a question that constantly kept being asked was – Why now?
We just used this as the creative cue and married it with India’s rise. The pre-launch film was devised on the idea that an SUV like this needs great roads, supporting infra and the passion to match its performance. That India is now here, and so is the new Hyundai CRETA Electric. A feeling summed up by the line: Electric is now CRETA.”
Adding to this, Vibhor Mehrotra, Managing Partner – Head of Hyundai Business, Innocean India said, “The electric SUV segment is witnessing a lot of change since the past couple of years. The strategic intent in front of us was to position the new Hyundai CRETA Electric in an interesting way, while maintaining the same brand salience that is enjoyed by CRETA Electric’s predecessors. We focused on understanding consumer’s fears and concerns regarding electric cars and used the insights to craft the apt strategy and campaign to allay their concerns with the Creta Electric offering the best of performance and benefits of being an electric SUV.”
The team at Innocean took a slightly different approach in the launch film by showcasing how the future is now firmly in the present.
Pulak added to this by explaining, “Children are the best representatives of future and hence, for the launch film, we used a child’s interpretation, of what we grown-ups know to be a reality, becomes a fantastical and magical land through a drive in the Hyundai CRETA Electric.”
It is the power, performance, and capabilities of Hyundai CRETA Electric that makes this possible. With CRETA turning electric, it pushes the category into new frontiers. The kind that Hyundai CRETA had occupied earlier. It continues to remain undisputed and ultimate. But now, it’s also electric. Hence the line: Undisputed. Ultimate. Now Electric.
Further, Anushina Rajesh, Senior Vice President – Integrated Marketing, Innocean India elaborated that this campaign is uniquely designed to keep the audience engaged both in the pre and post launch phases. “Our latest campaign underscores a pivotal moment for the Indian automotive market – India is now ready for a next-gen electric SUV that transcends urban limits. The CRETA Electric isn’t just a city vehicle; it’s built to push the boundaries of what’s possible, offering power and performance that exceed expectations, taking customers to places they never thought possible for an electric SUV. With this dynamic, high-impact communication strategy, we aim to spark curiosity and drive deeper consideration among our TG. Our goal is for them to experience the CRETA Electric as a vehicle capable of breaking boundaries and redefining what an electric SUV can do.”
This launch has been supported with an extensive integrated media campaign which spread across various touch points and has been planned for high reach and impact across geographies and markets.
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Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.