Is the near two decade mark, a good time to rethink a well-loved brand and celebrity association? No, says both Hyundai and Shahrukh Khan. Here's why
In the history of longstanding celebrity-brand associations—think Zakir Hussain and Taj Mahal tea or Sachin Tendulkar and Reebok, it's now safe to add Shahrukh Khan and Hyundai. Just three years short of the two decade mark, Khan stars in the latest film for the Korean car maker's Xcent model, playing a bumbling well meaning dad who wants a little extra in everything including his car. It may seem business as usual for Khan and Hyundai, but according to those working on the brand, it represents the next logical step in a long journey. Saurabh Dasgupta, Executive Creative Director at Innocean, points out, "Graduating him from i1O to Xcent is evolving the brand as well as the celebrity. The early ads for Santro had him as a lover-boy chasing girls and getting into trouble. Now he's a mature family man."
It's unlikely that the original team working on the brand anticipated such a long association. At the time, the main task was convincing the Indian consumer about an unfamiliar brand from a relatively unknown country. Unlike Germany, the USA or Japan, Korea didn't have any car manufacturing pedigree that the bulk of Indians were aware of. V Shantakumar, Managing Partner, DoingThink, headed Saatchi & Saatchi, the agency that worked on the launch of Hyundai. He recalls, "Our brief was to give them a level playing field in six months. It seemed impossible since brands are built over time.” Brainstorming sessions between agency and client spawned the name for the launch vehicle—'Santro': an abbreviation of San Tropez, a town on the French Riviera. Shantakumar recalls wryly, "We wanted an exotic name and were toying around with options like Cannes and Monaco. We went with Santro since the two syllables sounded good. No one knew what it meant and so you could add values to it." The other big decision was to rope in a celebrity: a brave move since film stars were mainly associated with beauty and glamour products or colas. Shahrukh Khan stood for the disbelieving Indian, incredulous about Hyundai which was represented by Mr Kim. "We wanted to take the public with him through a journey from disbelief to acceptance and endorsement," recalls Shantakumar.
Over the years, the association was strengthened by the star proactively introducing the vehicle into some of his films like PhirBhi Dil Hai Hindustani. Last year, a film for i1O built around a crowdsourced script where a young boy imagines his average Joe father transforming into Khan on entering the car spurred Innocean to re-imagine how they could use the actor, resulting in the move from i1O to Xcent. According to Dasgupta, the idea of replacing Khan has never once crossed their mind. He says, "It's difficult to not think of him.
Every time the temptation is to deploy the strongest missile in your arsenal."
Hyundai is in no hurry to fix what isn't broken. The brand has been doing well for itself even through tough recessionary times according to Rakesh Srivastava, Senior Vice President – Hyundai Motors India. "Last year we achieved our original business plan which was 380.000 domestic sales and '250,000 exports. We did not go in for layoffs and shutdowns and operated on 98.5% capacity utilisation. The next best in the industry operated at 71%." He believes the long lasting link with Khan is because both brands stand for the same values: "strong performers who are reliable, trustworthy and versatile." Research has validated the strong linkages between brand and star, he adds.
There are some who believe that the magic is wearing thin though. Says Shantakumar, "People adore Khan since he has a sense of humour and can laugh at himself readily. He's a guy with curiosity about life and people. If they don't bring that to bear or allow India to see that, the brand suffers to an extent. They need to figure another story like what he did with Kim years ago."
In Conversation with SRK
Through the long course of your association with Hyundai, have you ever contributed ideas or made suggestions about the commercials?
I believe if you are going to be very creative, do it in a movie that's niche. Many times, I see ads that make me say "this is totally different from what I thought it could be." It's not happened with Santro but you've got to respect the fact that those who are making the product know the best. Within those parameters, if I can add on a bit, my clients allow me to try it out. But I've always done what's expected of me.
How do you make sure the ads are not overwhelmed by tech specs?
In this category, it can be a challenge. I sometimes say "this is too technical" for instance 'this is a new carburettor with a fuel injection pump'. I tell them I never buy a car for any of these things. Just what makes me feel warm or proud. But sometimes the innovation is so path breaking; they feel proud talking about it. Sorry to bore you with the details but it’s an important part; not just to sell, but to inform. That give and take has been there for years now. And when the association is this long, it becomes organic and natural.
The first film we did with Mr Kim was just specs — the people who worked in the factory, the new fuel innovation; but we still made it fun. I play a guy who is least interested and just wants to drive. Most of the time we are trying to say it's a small car, it's warm, spacious romantic and sweet. We have very few tech specs. Instead it's the sunshine car: a sweet pretty little thing that you can own, afford and have a good time driving.
We hear there's likely to be a larger, more corporate role for you as a brand ambassador for Hyundai?
I think there should be a utilisation of the brand Hyundai with me rather than just some products. I don't want to be part of every ad they make but I can be part of an overarching programme given the length of my association. Even when the new CEOs and heads join — to be very honest — they talk to me as if I am the oldest, the longest employee of Hyundai in India. We could talk of the philosophy of Hyundai. I think we should realise that one of the biggest breakthroughs in auto in this country has been Hyundai. I am sure other companies are doing well but the only other one that's found a place in the hearts here is Hyundai. I also happen to be of a similar situation. I've made a place for myself in the heart of Indians. Maybe we could speak about that. And if the lights and specs have to be spoken about, we'll do that too.
Published by : Brand Equity ( Economic Times )
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