Many people were perplexed in 2019, when Kia India released its first commercial which featured an astronaut, a tiger, ballerinas, a hummingbird, a red Slinky spring, fireflies, Felix the cat, and football players. Sideways’ beautifully bizarre commercial had us scratching our heads and mesmerised by the spectacle. ‘Magical Inspirations, Stunning Designs’ became India’s most-watched YouTube ad of the year. In a cluttered ad market, where all car ads look the same, the South Korean multinational automobile manufacturer concentrated on showcasing the strength and elegance of design. Unlike other brands, the company did not make a huge splash with a celebrity face. Instead, Kia created a contact line in India that talks about “imagination” and “inspirations”, which leads to “concept thought.” Three years later, the organisation is still committed to the same philosophy. In its new place, Kia is highlighting a child’s wonderful roaming imagination. The brand establishes a connection between the creative concept and the path it is going. In India, the latest branding and global initiative ‘Movement That Inspires’ was launched for the first time. The commercial will air on television and on various streaming channels.
Tae-Jin Park, executive director and chief sales and business development officer at Kia India, tells Brand Equity that the company sees itself as a “futuristic brand” in an exclusive interview. The aim of the brand’s communication is to gain “mind share, not just share of speech.” “This is only possible through innovative routes that concentrate on establishing emotional link and continuity (in marketing communication),” Park added. So, what are the core customer insights that are influencing Kia’s marketing and communication strategy? “Today’s Indian consumer is value-sensitive, brand-sensitive, and sensitive to the overall experience – from the first encounter to after-sales interactions,” says Hardeep Singh Brar, vice president and head of sales and marketing at Kia India. The buy-from-home trend is also gaining traction as a result of the growing work-from-home culture. “Consumers communicate with brands in real time,” says Brar. Millennials, in particular regard automobiles as both, a lifestyle space and a representation of their personalities. This is a pattern that will undoubtedly continue in the post-pandemic setting.
Last year, in the midst of the pandemic, Sonet, a subcompact SUV designed primarily for the Indian market was released. In the first three months of 2021, the company sold over 25,000 units. The company’s latest logo which was redesigned in January of this year will be changed in the near future. According to Park, the launch of Sonet in 2020 demonstrated the company’s “real prowess in marketing during difficult times.” It assists in maintaining continuous contact with customers and keeping them involved. This necessitates a thorough understanding of their requirements as well as their pressure points. “As a result, brands will present strategies that will help people bring value to customers’ lives and experiences,” he says. “Marketers must ensure that the brand is engaging, relatable, and consistent across platforms,” Brar concludes.
