Situation:

Cricket viewership is majorly biased towards Men’s Cricket. We wanted to change that because no dream is too big for women and that also resonates as a value for Hyundai Motor India Ltd (HMIL). The brand wanted to do a campaign at this juncture to build their products as enablers of an ambitious lifestyle.

Challenge:

The true challenge was to position HMIL products supporting an ambitious lifestyle. This was linked to making women's cricket more popular in such a skewed viewer preference for aspiring women to celebrate success.

Brief:

To do something disruptive for Women’s Cricket that showcases Hyundai’s commitment to ambitions, aspirations and progress.

Objectives:

- Position Hyundai as a brand that supports aspirations and complements an ambitious lifestyle.

- Appeal to new and emerging customers.

- Celebrate human aspirations and success and build brand love amongst the female audience.

The gender gap in Indian cricket viewership is stark, with 300 million for the Men’s ICC Cricket World Cup compared to only 9 million for the T20 Women’s World Cup. Hyundai X Man’s World – THE DRIVE WITHIN, targeted both male and female audiences. Those already interested in women’s cricket would naturally connect with the campaign; additionally it aimed to attract male cricket enthusiasts as well.

For media planning, Hyundai strategically partnered with Man’s World, a print publication targeting male readers, targeting the dedicated male cricket audience.

The approach involved collaborating with five emerging female cricketers to showcase their journeys and the transformative power of pursuing dreams. The campaign aimed to resonate with the audience by highlighting the players' struggles, triumphs, and passion for the game, aligning with Hyundai's values of innovation, performance, and excellence. Digital content, including interviews and behind-the-scenes videos, was used to enhance audience interest and engagement.

With the aim to inspire young women and showcase the transformative power of chasing their dreams, Hyundai partners with five rising stars of Indian women's cricket - Smriti Mandhana, Jemimah Rodrigues, Renuka Singh, Yastika Bhatia, and Shafali Verma.

- We used a print platform like Man’s World which is exclusive for men to cause a disruption in communication and target the dedicated male cricket audience. The aim was to leverage the platform’s digital and social media strength to build a strong engagement-based campaign.

-The campaign involved print & digital articles on each cricketer individually, along with engaging Social media content in terms of pictures, reels & Behind the scenes videos etc.

- Celebrated the grit, determination, and talent of these players, aligning their values with Hyundai's focus on innovation, performance and excellence

TOTAL SOCIAL MEDIA REACH: 4,25,468

TOTAL SOCIAL MEDIA ENGAGEMENT: 69,745

TOTAL PAGE VIEWS: 49,503