MUMBAI: 2021 has started on a positive note for the auto industry with multiple new launches and brands foraying into new segments. One such venture is the Hyundai Alcazar. With this model, Hyundai Motor India Ltd (HMIL) enters the seven-seater premium SUV category, competing with the likes of Mahindra XUV500, Tata Safari and MG Hector Plus. The OOH campaign for the SUV, inspired from the royal heritage of castles and palaces, has been executed by Laqshya Media Group. 

‘Alcazar’ is a Spanish word which means palace. Thus, the agency said, the creative rendition was focused on palaces to depict the grandeur and premium aspect of the car. It is a 30-day campaign running in Delhi, Mumbai, Bangalore, Chennai and Hyderabad. The main aim was to announce the name with a bang and create curiosity in the mind of the TG for the new SUV model. The outdoor sites chosen for the campaign and innovations done were on large format media only, to match with the grandness of the SUV.

Laqshya’s proprietary OOH planning tool, SHARP (Strategic Hyperlocal AI-aided Reach Planner) and its media planning team chose strategic sites to create maximum impact and create a buzz around the new launch. Special innovations were done on maximum sites which added to the visibility and impact for the campaign. The concept was suggested by Innocean worldwide and executed by Laqshya Media.

Innocean Worldwide India AVP OOH Sandeep Malhotra, who monitored the innovations, said, “This is the first time that Hyundai has gone ahead with an innovation led campaign on key locations across cities. The campaign has already garnered positive feedback from the industry, and we are certain that it will help HMIL reach its campaign objective for the new Alcazar.

Laqshya Media Group CEO Atul Shrivastava said, “The power of OOH is indisputable, especially for automobile launches which needs to make a lasting impact and arouse curiosity for the product. Hyundai has always leveraged the power of OOH media to reach their consumers. Traffic is also back to normal levels and this is the most opportune time to utilize the power of OOH. Laqshya is proud to execute this campaign for HMIL. The Laqshya team, as always, has executed this campaign brilliantly despite restrictions of limited lockdown and safety issues related to Covid. The impact has been felt well in the positive feedback we received from many people in the industry.”