Hyundai Motor India Limited (HMIL) has launched the campaign for its revolutionary SUV, the Hyundai EXTER.
Carved to perfection
EXTER stands out in full force and promises to turn heads wherever he goes! But it's not just a matter of beauty: the interiors offer Xtra-level space and comfort, making every journey a pleasure. There are plenty of reasons to love this stylish SUV, such as its spacious interior, dual-camera dash cam and up to 60 BlueLink features. Outstanding for its safety, the EXTER has over 40 advanced safety features and 6 airbags as standard. With a 1.2 liter Kappa petrol engine, it is designed to provide powerful performance. You can choose between MT and AMT variants and also opt for the eco-friendly CNG fuel option.
Star job
Hardik Pandya has been appointed as the brand ambassador to add to the excitement surrounding this amazing SUV. Pandyan's charismatic personality is the perfect embodiment of EXTER's dynamic spirit. He is someone who lives life to the fullest, which makes him an ideal ambassador for EXTER. The Pandya is known for its sporty character, positive aura and dynamic presence, making it an ideal partner for the Hyundai EXTER. After all, he is on the edge of the real body; It's his game! Everything from his character to his energy is outwardly dynamic. There couldn't be a better brand ambassador to endorse the multi-purpose SUV than the iconic multi-purpose vehicle!
OUTDOOR is your playground and EXTER is your picnic.
Cricketers are coming together.
Hardik Pandya, Smriti Mandhana and Jemimah Rodriguez join forces to launch EXTER TVC, a historic moment where three icons of the cricketing world meet for the first time.
Get ready for an exciting ride as you discover what makes the EXTER SUV different.
Think outside the box. Think outside
This dynamic and energetic campaign is created keeping in mind the youth of India, their lifestyle and needs. Driven by a desire to travel, the MZ generation is always eager to discover, learn and experience new things. A generation that is always on the move, outdoors is the place for youth! Think Outside, Think EXTER perfectly captures the outside feel of what's happening. Easy to remember and fun to repeat, this phrase is catchy and fits perfectly with the village.
EXTER embodies a free spirit for those who love to explore and find new experiences in every corner. Be it the signature H-LD daytime running lights, the branding on the front bumper or the deck roof rails painted in a sporty black finish, everything gives the Hyundai EXTER a great road-ready look. The spacious interior is designed for maximum comfort, so there's room for everything you need to explore the great outdoors.
Implementing the campaign was a journey in itself! Communicate an external brand message. Think EXTER, an exciting campaign has been created divided into several levels. The first step was to create a forecast. For this reason, a series of posts have been published on social networks, the animals looking with interest in the rearview mirror. These original posts worked well to generate interest on social media, creating anticipation among TG's audience and leaving them wanting more.
In the second stage, the name "EXTER" is revealed. Therefore, the letters bearing the name EXTER are designed according to the SUV environment in nature and have created a much desired curiosity among the youth. Soon after the name was announced, the first look of the SUV came. At this point, an image of the EXTER has been released, followed by larger images of the SUV's other noteworthy features. At that time, EXTER was being talked about on social media. A comparison has been made between future SUVs and luxury SUVs. The overwhelming response from car enthusiasts was enough to set the stage for the next level.
After the pre-promotion phase, it's time for the big reveal about Hardik Pandey as EXTER's brand ambassador. This excited the youngsters more than ever and they couldn't wait to see the charismatic cricketer and the stylish SUV together.
The fourth season includes the Open Orders campaign, a series of exclusive stop-motion films for those who love to get out and explore. These films show how EXTER fits the lifestyle of young Indians with its scenes and characters. The last innovation of this stage was worth it. Set to a humiliating number, the hilarious ad features Hardik Pandey standing next to a Hyundai EXTER, the duo stunned in every sense of the word. This has created interest among young people and has led to positive discussions on social networks. It was clear that the youngsters expected a lot from EXTER and Hardik Pandya and that is what they got.
Digital signature
Interactive digital innovation was at the heart of the advertising campaign. From digital creations like infinite zoom (an interactive creative room where you can keep zooming as much as you want) to meme marketing and an IG filter customized with EXTER, there was a lot of fun. Additionally, two videos focused on the dashcam have been created. The overall response has been overwhelming, which clearly shows that the EXTER campaign is relevant and speaks to young people in their own language. The creation of this level has led to a significant increase in orders.
The fifth and final phase of the campaign was the one that the public had been waiting for - the TV launch was exciting.
The film shows Hardik Pandey driving the Hyundai EXTER outside and his other friends joining the EXTER. Getting ready for the beach? Any guesses? A cricket match! The game soon turns into a beach party as Smriti and Jemima make a surprise entrance at EXTER! Keeping with the SUV vibe, the launch event was full of unique experiences. The SUV has made a new and unusual entry on the roof to delight the crowd. A 270-degree LED screen has been used to make the launch event even more spectacular. A "practice zone" was created around the SUV and journalists were invited to create engaging content. The new ranger khaki color has been accepted by all. It's a color that perfectly captures EXTER's essence, strength and rugged attitude.
Defeat India
Malls, showrooms, digital placements and outdoor advertising have made EXTER ubiquitous. Needless to say, Hardik Pandya was one of them. From POS to digital and OOH placements, the exhibition showcased the iconic cricketer and EXTER to the delight of everyone.
Billboards break records
An impressive billboard of over 3,000,000 Lego bricks, depicting the bold and powerful presence of EXTER, attracted the world's attention. The unique billboard installed at the Cyber Center in Gurugram won the Indian and Asian Book of Records and was featured on the world's largest Lego fan page on Facebook.
Basic presence
A comprehensive data-driven digital marketing campaign was developed and implemented to continue conversations about EXTER. There are plans for prime-time YouTube broadcasts, 3D audio ads, sponsored playlists, 30-minute ad-free sponsored sessions on Spotify and video ads to engage with your target audience.
On television, split screen and big brands invaded major news outlets like Times Network, Republic Network. The shows are planned to be integrated with the most popular shows on Star Plus, Star Vijay and Star Prava for greater impact, visibility and reach.
Radio is an important part of an integrated campaign. JR-led activities and interactive programs are planned in 30 cities.
Hyundai EXTER serves as a sponsor of the Asian Games. Four famous Indian athletes will be involved in creating content around the SUV. Hyundai EXTER sponsored the biggest influencer awards held in Goa.
Overall, the integrated campaign for EXTER performed well with its target audience, garnering over 50,000 sign-ups in its first month.
Outer: where every journey begins
Hyundai EXTER brings many firsts! It is the first SUV in its segment to feature a voice-activated intelligent electric sunroof. The dual-camera dash cam is an interesting addition, giving the SUV plenty of room for all the outdoor essentials as well as a long wheelbase. This is the first time that three cricketers - Hardik, Smriti and Jemima - have shared the screen together.
The campaign was rolled out pan-India across all major platforms. The Hyundai EXTER has received an overwhelming response from car enthusiasts and youngsters who love the outdoors.
(This is ad content designed by partner team)
