Hyundai Is Just Another Competitor For Us

Kia Motors is one of those rare brands which released an advertising campaign a year before the launch of its first product in the Indian market. Manohar Bhat, Head- Sales & Marketing, Kia Motors India, tells about the company’s plans to enter India with a bang in 2019, and how the ad campaign has helped the brand.

- Neeta Nair

Q] What was the reason behind launching the ‘Official Match Ball Carriers’ campaign for the FIFA World Cup even before Kia Motors entered the Indian market?

Currently, we are leveraging the strength of our parent company, which has a tie-up with FIFA. As a result of this partnership, we had the privilege of sponsoring the ‘Official Match Ball Carrier’ - basically kids who are designated to carry the ball to the football field along with the players. We nominated two kids from India after a big contest where they were asked to send videos of themselves showing off their skills with the football. Sunil Chhetri, captain of the Indian football team picked the final names and they became the first Indian kids to become the official match ball carriers.

Q] How has the campaign helped build brand Kia in India and how will you take this forward?

Our official campaign for the brand launch will be unveiled later on this year. While that one will be different from the FIFA campaign, I must say that this campaign, which was largely digital, has helped us a lot. Prior to the campaign launch, people would ask me what is Kia? However, today I get an altogether different reaction, because people know our brand now. The video has garnered almost 80 million views in little more than a month’s time.

Q] When will Kia Motors officially launch in India?