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Automotive & Mobility › Passenger Four-Wheelers › Hyundai
Hyundai WRM Credentials Pitch Deck
What this deck argued (62)
Insights
insight
Indian Gen Z are dominant in influence and decision-making, yet brands currently lack sufficient understanding of this cohort.
“Indian Gen Z have emerged as the dominant players in influence and decision making but brands have limited representation and understanding of the cohort.”
page 86
insight
New-age consumers prefer brands that understand their interests and use shared language to build trust.
“New age consumers are drawn to brands that understand their interests and tap into their cultural codes.They prefer relatable, unpolished, and human language, which helps establish trust and a sense of community through shared language.”
page 93
insight
Consumers look to automotive brands as experts to simplify complex technologies and services.
“With the rapidly evolving automotive technology and services, consumers look up to brands as experts to simplify the complexities for them.”
page 94
insight
Modern consumers prefer brands that demonstrate social responsibility and sustainability.
“New age consumers desire to associate with brands that are ‘doing their part’ for the society. They prefer brands that lead in sustainability, social responsibility, sustainability education and other purpose driven narratives.”
page 95
insight
Consumers use branded content to combat micro-boredom while seeking authentic, value-aligned narratives.
“Brands curate such content to feed into customer's need to kill micro-boredom while subtly integrating brand values and product experiences into the narrative.”
page 96
insight
Modern consumers prioritize authenticity and rely on brand advocates to translate brand promises into trustworthy narratives.
“Modern consumers place a premium on authenticity, seeking products that resonate with their personal values. Brand advocates play a pivotal role as mediators, translating brand promises into compelling narratives that enhance customers' trust in the brand”
page 97
insight
Cars are increasingly viewed as holistic experiences rather than just transportation.
“... cars are now becoming an experience rather than just a means of transport”
page 102
insight
Young Indian consumers are defined by a mix of digital habits, hustle culture, and a desire for purpose-driven brands, while remaining rooted in family and national identity.
“They are a melting pot of nuances”
page 104
insight
Young car buyers prioritize design, social media presence, personal expression, tech, and brand legacy.
“Young car buyers are driven by strong design first impressions, fandom/social media presence, personal customization, seamless tech connectivity, and family brand legacy.”
page 106
insight
Hyundai's long-standing presence in India has created a multi-generational legacy that resonates with consumers who value trust and reliability.
“The enduring legacy of Hyundai in India resonates with consumers who value reliability and trustworthiness.”
page 130
insight
Brands can foster deeper connections with younger audiences by bridging communities centered around shared passions like food, art, dance, and music.
“Brands are bridging communities with diverse affinities like food, art, dance, and music to appeal to a broader audience. This approach fosters deeper connections with younger audiences by turning communities into a vibrant camaraderie of shared passions.”
page 169
Findings
finding
White Rivers Media is an independent digital marketing agency with over 600 employees based in Mumbai and Delhi.
“Based out of Mumbai and Delhi, we are now a team of 600+ passionate digital marketers”
page 3
finding
White Rivers Media was the first Indian agency to win Campaign's Global Independent Digital Agency of the Year award.
“Created history as the first-ever Indian agency to win this honour”
page 4
finding
India ranks poorly on global water quality and gender equality metrics.
“INDIA IS RANKED 120th out of 122 Global Water Quality Index 127th out of 146 WEF Gender Gap Report”
page 28
finding
Swiggy's map integration for the Fast X campaign generated significant buzz and positive interaction.
“Swiggy Map Integration Become One Its Kind Innovation In Indian Marketing Creating Buzz Around Movies And In Hearts Of Audience. / In-image Campaign Also Generate Positive Interaction”
page 62
finding
WeTransfer provides access to a niche audience of educated, professional users with high spending potential.
“WeTransfer Offers A Niche Audience Of Corporates, Working Professionals, Educated, Technologically Savvy, And Spending Potential NCCA/A+. And has 1M+ DAU”
page 69
finding
90% of consumers in Tier 2 and 3 Indian markets prefer content in vernacular languages.
“90% Of Tier 2&3 Prefer Content In Vernacular Or Language Familiar To Them.”
page 73
finding
The WeTransfer takeover for Oppenheimer used a cursor-based interactive animation to showcase content and drive ticket sales.
“FIRST OF IT'S KIND A CURSOR-BASED INTERACTIVE EXPERIENCE ON WETRANSFER”
page 76
finding
Inshorts has a high penetration among premium English-speaking audiences, including industry experts and decision-makers.
“Inshorts Features Highest Penetration Among Premium English Speaking Audience, A Niche Segment Of Readers, Ranging From Renowned Personalities, Industry Experts, Politicians And Cxos To A Wide Range Of Influencers.”
page 78
finding
Zomato's post-order tracking screens provide high-attention inventory for video and banner ads.
“During Time Users Actively Track Their Meal's Progressad We Utilizes Inventories Like Post Order Banners & Videos Which Boost Recall And Attract The Audience”
page 79
finding
The WRM headquarters is a 15,000 square-foot, 400-seat facility designed to facilitate barrier-free creative work.
“The 15,000 square-feet WRM HQ is designed for ideas to flow without barriers and be based upon clear, creative judgment and complete humanity.”
page 89
finding
Automotive consumers are shifting from cost-based to value-based purchasing.
“They are shifting from cost-based choices to value-based choices…”
page 101
finding
90% of the youth belong to a particular fandom.
“90% of the youth belong to a particular fandom.”
page 106
finding
MotorOctane is a significant automotive media partner with over 4 million YouTube subscribers.
“MOTOR OCTANE 4.19M - YOUTUBE SUBSCRIBERS”
page 153
finding
Autocar India is a key media partner with over 2.3 million YouTube subscribers.
“AUTOCAR INDIA 2.34M - YOUTUBE SUBSCRIBERS”
page 154
finding
Rajni Chaudhary is an automotive and travel creator with 1.49M YouTube subscribers.
“RAJNI CHAUDHARY 1.49M - YOUTUBE SUBSCRIBERS”
page 155
finding
Automotive brands typically position themselves within three thematic territories: heritage, extreme off-roading, and overlanding/cruising.
“Automotive brands largely try to own the spaces of... Heritage & Legacy / Extreme Off-roading / Cruising / Overlanding”
page 162
finding
Hyundai Explorers' current content strategy relies on high-quality production, scenic locations, and creator collaborations.
“1. High Quality Footages: Professional, well-shot videos and photos showcasing scenic drives and beautiful locations. 2. Access to Amazing Locations: Featuring breathtaking and diverse locations that appeal to travel enthusiasts. 3. Access to Explorers: Collaboration with explorers who bring their unique perspectives and experiences to the content.”
page 165
finding
The current content strategy lacks emotional storytelling, interactive formats, behind-the-scenes authenticity, cultural depth, and trending social media formats.
“1. Storytelling through Videos: The content lacks narrative depth and personal stories that engage the audience emotionally. 2. Engaging Formats of Content: Needs more interactive and varied content formats to keep the audience engaged. 3. BTS (Behind-the-Scenes): Missing behind-the-scenes content that adds authenticity and relatability. 4. Tapping into Cultural Nuances of the Locations: Lack of content that explores the cultural aspects of the destinations. 5. Trending Reels: Not utilizing trending formats and styles on platforms like Instagram and TikTok to increase reach and engagement.”
page 166
Implications
implication
White Rivers Media asserts that their in-house production team enables the creation of storytelling content for TV and integrated platforms.
“With an in-house video and media production team, we have deftly weaved witty stories in moving images, that bring out the brand essence on integrated platforms including TV.”
page 33
implication
White Rivers Media asserts that their in-house production capabilities allow them to create content that effectively connects brands with consumers across various formats.
“Widely known for creating market-leading content that creates effective and deep links between brands and consumers using anything from six-second bumper ads to a completely digital film.”
page 40
implication
Connecting Hyundai's evolution from the Santro to the IONIQ 5 allows the brand to appeal to the youth's sense of heritage and national pride.
“Highlighting Hyundai's evolution alongside India's growth, from the iconic Santro to the modern IONIQ, connects with the youth’s sense of heritage and pride”
page 130
Recommendations
recommendation
The agency advises using dynamic, match-contextual creative content to engage audiences during major sports events like the IPL.
“JK Tyre engaged IPL audiences using dynamic, match-contextual, and culturally localized creative content across social media channels.”
page 11
recommendation
The agency recommends using topical wordplay and puns related to player names and match events to drive engagement in sports marketing campaigns.
“JK Tyre capitalized on real-time IPL 2024 match moments through topical social media creatives featuring player-name puns to promote its various tyre offerings.”
page 13
recommendation
White Rivers Media asserts its capability to execute influencer and content creator campaigns across diverse industry categories.
“With access to multiple categories of influencers/content creators, / both exclusive and otherwise, we have launched efficient and / creative campaigns for clients ranging from apps to consumer / durables.”
page 49
recommendation
Use face recognition technology to serve ads alongside content featuring specific recognizable personalities to increase relevance.
“Face Recognition Technology Ensured That The Ads Were Presented Alongside Recognizable Personalities, Increasing The Campaign's Appeal And Relevancy,”
page 65
recommendation
Leverage food-related character traits for brand integrations on food delivery platforms to enhance movie awareness.
“Our Dragon Warrior Being One Of Biggest Foody Character In Animated World, Leveraging This Characteristics And Promoting Kung Fu Panda 4 On India's Top Food Delivery Platform with 2M+ DAU Become Hero Idea Behind This Integration.”
page 67
recommendation
Use opt-in reward video ads in gaming to reach a receptive audience.
“Reward Videos are opt in advertising method where users are given opportunity to have extra life or move in exchange of Willingly View Advertisements This Voluntary Opt-in Approach Results In A More Receptive Audience.”
page 71
recommendation
Use full-screen interactive quiz interstitials on premium websites to engage audiences and introduce new characters.
“Utilizing Full Screen Quiz Interstitials To Attract The Audience On Various Premium Websites And Providing Them A Unique Opportunity To Engage With Content And Learn About Movie.”
page 74
recommendation
The campaign utilized a custom L-shaped frame on Connected TV to provide an engaging way for users to book tickets via QR code.
“Along With Movie Trailer, We Used Customize L Shaped Frame On Connected TV Providing User A Engaging Option To Book Ticket By Scanning QR Code.”
page 77
recommendation
The campaign used a 2-in-1 interstitial ad format on Inshorts to combine trailer viewing with a direct call-to-action for ticket booking.
“To Enhance The Audiences Trailer Experience, We Employ A inshorts 2in1 Interstitial. / This Design Features A Horizontal Split, Where The Upper Half Presents The Movie Trailer, While The Bottom Half Showcases A Movie Creative That Highlights The Release Date Along With A Call To Action.”
page 78
recommendation
Marketers should utilize the 'Scrolling With Feelings' report to understand the emotional social media habits of Gen Z.
“This report encapsulates the essence of the emotional tapestry of the generation and shed lights on intel that can help unlock the secrets to captivate and connect with the next generation of consumers.”
page 87
recommendation
Hyundai should use the DRIVE framework (Design, Reliability, Innovation, Versatility, Eco-Friendly) as content pillars.
“These form our Content Pillars, the foundation of our content strategy”
page 108
recommendation
Hyundai should position itself as a bold, innovative brand that resonates with the adventurous spirit of the youth.
“To show Hyundai not just as a brand for older generations but as the one that is bold, innovative and carries the same adventurous spirit as the youth.”
page 112
recommendation
Launch the campaign around Father's Day to emphasize the emotional bond of passing down brand loyalty.
“Launching this campaign around Father’s Day adds a sentimental value, emphasizing the bond between father and daughter. It illustrates how values, preferences, and brand loyalties are often passed down through generations.”
page 134
recommendation
Create a video campaign featuring SRK and Suhana Khan to demonstrate Hyundai's heritage and evolution.
“Proposes a video campaign featuring Shah Rukh Khan and Suhana Khan to highlight Hyundai's heritage and evolution from classic models to modern electric vehicles.”
page 136
recommendation
Adopt a social media tone that balances innovation with everyday relatability.
“The tone is meant to be aspirational yet grounded, speaking to both the innovative spirit and the everyday realities of our audience.”
page 140
recommendation
Utilize CGI animations for business-as-usual content to showcase vehicles in diverse environments.
“CGI videos offer an immersive way to showcase Hyundai vehicles through realistic 3D animations. This execution method allows for dynamic presentations of the car in various environments and scenarios”
page 141
recommendation
Produce ASMR-style content to highlight the tactile and sensory quality of Hyundai vehicles.
“ASMR videos provide a unique sensory experience by focusing on the subtle sounds and tactile elements of Hyundai vehicles.”
page 143
recommendation
Partner with BTS and host Sakshma Srivastav for a branded content series and vehicle tour.
“Series with BTS band and popular host Sakshma Srivastav, where we will integrate discussions about Hyundai cars and their top picks.”
page 149
recommendation
Collaborate with digital media outlets to produce a Carpool Karaoke series featuring influencers.
“Collaborate with communities like Mashable India or Curly Tales to integrate and build engaging content with internets fav influencers in a Carpool Karaoke series.”
page 150
recommendation
Partner with Kamiya Jani and Curly Tales to leverage their audience reach and engagement.
“Proposes partnering with creator Kamiya Jani and Curly Tales to leverage their combined reach of over 1.68M Instagram followers and a 4.67% engagement rate.”
page 151
recommendation
Collaborate with influencers to create exclusive YouTube review videos at Group Landmark's dealership to improve search visibility.
“Elevate influencers into powerful advocates by collaborating with them to produce exclusive review videos. These videos will center on Group Landmark's car dealership, showcasing their latest car releases, the local surroundings, and seamlessly incorporating the brand.”
page 152
recommendation
Adopt an influencer-first approach to improve storytelling, reach, and engagement through established communities and trending content formats.
“Take an Influencer First Approach / Narrative to the Entire Trip: Influencers can provide a continuous storyline, making the content more engaging by sharing their personal experiences and perspectives.”
page 168
recommendation
Segment influencers into three categories—car enthusiasts, travellers, and travel aspirers—to tailor messaging around performance, community, and comfort.
“Car enthusiasts - Talk about Hyundai’s performance, engineering, and innovative features appeals to those passionate about automotive details. / Travellers - Subtle integrations through vlogs documenting their journeys, engaging with communities and how exciting it is being part of the explorer community / Travel aspirer: Travel aspirers with busy work lives who vlog about exploring in their free time value Hyundai's blend of comfort and practicality, making every journey a seamless escape from their daily routine.”
page 172
Ideas
idea
The campaign idea is 'Break The Mold', a strategic direction for social media content.
“Break The mold is not the positioning or tagline for Hyundai. It is a strategic direction that sets the tone for our content and the overall approach on social media.”
page 116
idea
The 'Break The Mold' campaign will utilize CGI and ASMR content on social media.
“Break the mold not only signifies the brand values of Hyundai but also hints at a groundbreaking approach to content on social through CGI and ASMR.”
page 116
idea
The campaign will use 'The Old vs The New' visual comparisons to highlight Hyundai's modernization.
“THE OLD THE NEW”
page 117
idea
The campaign will use the tagline 'Objects in the mirror are BOLDER than they appear' for the Hyundai Exter.
“Objects in the mirror are BOLDER than they appear.”
page 120
idea
Appoint Suhana Khan as the face of the IONIQ to mirror her father Shah Rukh Khan's historic 1998 launch of the Santro, symbolizing generational continuity.
“The idea leverages the iconic launch of the Santro in 1998 by Shah Rukh Khan (SRK) and transitions to the present where his daughter, Suhana Khan, becomes the face of the Ioniq”
page 133
idea
Create a film featuring Shah Rukh Khan and Suhana Khan reminiscing about the Santro launch to bridge the gap between Hyundai's past and its electric future.
“SRK sits with Suhana, reminiscing about the day he launched the Santro in 1998. He talks about the excitement and significance of that moment. Suhana surprises SRK with the news that she will be the face of the Ioniq, continuing the legacy he started with the Santro.”
page 135
idea
Create a travel series featuring BTS engaging with local culture and food, presented by Hyundai and hosted by Sakshma Shrivastav.
“We Invite BTS who show their journey as explorers.. Experiences like them engaging with locals, eating local food / The series will include a small tour in the cars, presented by Hyundai.”
page 178
Classification
- Industry
- Automotive & Mobility
- Category
- Passenger Four-Wheelers
- Brand
- Hyundai
- Work type
- Pitch
- Audience
- Gen Z
- Market
- India
- Year
- 2024
- Author
- —
Tags
Workspaces
File
Text and vision coverage
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