For Hyundai, all roads lead to content

Auto major Hyundai Motor India will continue to increase its focus on content, which remains at the centre of all its marketing initiatives.

“Content is where our focus is and in the last two to three years, we have been spending heavily on creating content through various sources, including Innocean’s content marketing team,” said Puneet Anand, Sr. General Manager and Group Head, Marketing, HMIL.

Anand said, “We want to be a content-rich platform because today content is the king. Even if you look at our corporate PR, we are creating content there. We are also creating content from the ATL and ground activity. Everything is focused on creating content.”

Hyundai India spends more than half of its digital budget on content creation. “Content is something in which we are investing a lot of money so that customers can watch videos and various content generated from most of our activities,” he said.

Along with content, Hyundai is spending huge on CRM, analytics and big data. The company’s digital spends have gone up by eight times in the last four years.

Among major content initiatives is ‘Drive Mein Junoon’, a song created in 2016 where i20 was used as a prop. Sung by Arijit Singh, the song became instant hit and attracted 7 million views in seven days.

The movie for the current brilliant moments campaign is an emotional four-minute film incorporating Xcent. Besides, the South Korean car maker also generated content through its campaign #bethebetterguy that promoted safe driving. Last year, it tied up with seven comedians, including Malika Dua to create a property called " target="_blank" rel="noopener">Comebackpedia.

“If you go to our YouTube channel, you will find more than 600 videos dedicated to different genres. Some are product-oriented, some are customer oriented, some are emotional and comedy,” said Anand.

The company collaborates with external content creators for its content initiatives. “We already have a tie-up with YouTube globally. We regularly meet YouTube content providers. We have created a lot of different content ranging from product to CSR to green activity to world relay championship to football through various content creators. We have strong tie-up with Google and we work together for all these innovative programmes,” said Anand.

The immediate focus for Hyundai on content front is to revamp its website. “By next year, we will be putting a lot of innovative ideas on our website. Currently our website is on a www 2.5 platform, which will be expanded to www 3.0 platform by February next year. It will have all the social plugins and allow the user to customise the website according to their needs.”