Hyundai Motors India (HMI) has awarded the Rs 3-5-crore advertising business of its sports utility vehicle (SUV) Terracan to Grey Worldwide.
As reported by agencyfaqs! earlier, HMI had briefed its three roster agencies - Saatchi & Saatchi, Grey Worldwide and SSC&B - on the launch plans of its SUV Terracan. Based on that the three agencies were asked to make a creative-cum-strategy presentation. Two months after the exercise, the company has decided to go with Grey Worldwide.
Terracan, which was slated for a February launch, will hit the Indian roads in end March/early April. With the new SUV, HMI will have four brands in its India portfolio, along with Accent, Santro and Sonata. The agency alignment of these brands is as follows. Grey handles Accent and Terracan, Sonata is with SSC&B, and Saatchi & Saatchi is in-charge of Santro.
Sanjib Dey, director, client services, Grey Worldwide, says the task for Grey is two-fold. "The two objectives are - one, to enhance the technology imagery of Hyundai, and two, highlight that Terracan is a full loaded SUV available at a very convenient price." He adds, "There is just one more vehicle in this category - Mitsubishi Pajero. But it is priced exorbitantly - between Rs 30-32 lakh." In comparison, industry sources estimate, Terracan will be priced between Rs 20-24 lakh.
The agency will take a combination of TV and print to communicate the benefits of Terracan. "For the time being, the communication will be limited to print and TV because we are targeting a select group," explains Dey. In the first phase, the company will target three markets with Terracan - Delhi (which will feed neighbouring markets including Chandigarh), Mumbai and Bangalore.
HMI is quite excited about the launch of its new SUV. "Our objective is to give the Hyundai customer a wide choice. Right now the SUV category is small but it is poised for growth. When we launched Santro, the B segment was small. Today it is the fasted growing segment in the car market," points out Sanjeev Shukla, manager, marketing, HMI. © 2003 agencyfaqs!