Delhi: Hyundai Motor India has announced the launch of its newest SUV - Creta N Line through a full-fledged media campaign. Conceptualised by Innocean Worldwide, the campaign is all about unchaining from the ordinary and living it to the ‘max’. It’s a rallying call for car enthusiasts to ‘live unleashed.’
The brand posted the first teaser video on February 26, aiming to build anticipation around the upcoming launch. The impending launch was scheduled on March 11.
The TVC is targeted at the car enthusiasts who have been around the block and can appreciate the distinctness of a refined proposition, as well as dare to stand apart from the everyday grind and all it represents.
The commercial aims to showcase the dramatic, fast-paced transformation of the Hyundai Creta into its N Line version, brought about by the ‘street elements’ that fuse into the car. It’s symbolic of the ‘Street DNA’ that the Creta N Line possesses.
Sharing his thoughts behind the Hyundai Creta N Line creative concept development, Pulak Bisht, Creative Lead - Hyundai, Innocean India, added, “The challenge was to give the Hyundai Creta N Line a personality that is distinctly different from its older sibling. To achieve this, we relied on starkly different visual cues and a unique storyline that pitched the Creta N Line as a ‘creature of the street’ with street creds derived from the Creta, combined with the N Line legacy. The creative communication was aimed at car enthusiasts who have been eagerly waiting for the N Line variant of this car.”
The campaign consists of a pre-launch phase on digital including bookings open film and a 49 second TVC film, long format videos and reels highlighting the key features of the car.
Anushina Rajesh, Vice President, Innocean India noted, “In India’s competitive automotive landscape especially the SUV segment, our Creta N Line launch campaign aims to captivate car enthusiasts by blending innovation, performance and style to redefine the driving experience. Directed towards a more mature and evolved set of consumers, with more unconventional lifestyles and life choices, the task with this launch was to set apart the Creta N Line from its older sibling.
To achieve this objective, we aimed to showcase the product DNA and features – in this regard, we were more than suitably armed with the unique product attributes of sporty N Line styling along with its imposing stance which we feel appeal to the relevant TG. This was our lead-in to arrive at the strategic proposition of living unleashed.”
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