The multimedia campaign conceptualized by Innocean Worldwide India includes TVC, print, digital and activations
It’s a no-brainer that cricket is the most popular sport in India. It has a near religion status, and is in fact much more popular than the official national game, hockey. It unites the country, cuts across geographic boundaries; so much so that people plan their lives around major cricketing events.
Hyundai is now in it’s fourth year of association with ICC as an Official Partner. High decibel multi-media campaigns in the past 3 years have achieved high salience & strengthened brand association. This year, they have continued their emotional, thematic messaging of Blue by Heart; which integrates the blue of Hyundai with the passion of Indian people for cricket.
“Blue by Heart is a very emotional idea at its core, but treated in a young, exuberant manner which is quintessentially Hyundai. It began last year with Champions Trophy and this year we are taking it to the next level,” says Arjun Modayil Executive Director of Innocean. Blue By Heart is a multi-media campaign in the true sense: created & leveraged some very interesting & distinctly proprietary Hyundai properties.
The campaign conceptualized & executed by Innocean Worldwide has done full justice to the spirit of the sport in India. According to Smriti Chawla, CSD at Innocean , “ Blue by Heart is born out of Hyundai’s belief in bringing brilliant moments to life across driving experiences, sports associations and life’s bright moments.” The theme has been taken across touch-points for the next three weeks for the T20 World Cup.
According to Saurabh Dasgupta ECD of Innocean ,”the TVC, is based on a simple concept with a spirited track that amplifies the effect of cricket in a cricket crazy nation: the entire country is turning blue the colour of Hyundai. The brand Hyundai is the enabler of this phenomenon.” To further enhance the buzz around recently launched Xcent, Hyundai unique property: the Hyundai Fan Park, which is the centre of all the excitement.
The print ad exemplifies the craze for cricket & Hyundai, all bound together in the colour blue.
An extensive series of consumer engagements driven by match screening and car displays at strategic locations across the top 9 cities is underway too. Called the Hyundai Fan Parks, these are centers that bring together cricket & Hyundai in real time and celebrate with the consumers.
Client: Hyundai ICC World Twenty20 2014
Communications Agency: Innocean Worldwide
Client Servicing: Mr. Arjun Modayil, Ms.Smriti Chawla, Ms. Romita Chatterjee
Creative: Saurabh Dasgupta, Allen Charles
Production House: Working-i FIlms
Director: Samir Tewari