Hyundai’s Spotlight initiative is not just a way for the carmaker to showcase its stylish side but also to connect with India’s young and aspiring consumers. Launched in 2021 in collaboration with Universal Music Group, Spotlight provides a platform for emerging musical talent to collaborate with established artists. With artists like Javed Ali and Aditya Rikhari, the initiative has already garnered over 150 million YouTube views from its first two seasons.
In addition to original songs, Hyundai also organizes Spotlight Concerts for its car owners, with plans to hold more concerts across India this year. The brand sees this initiative as a way to engage with its customers on a deeper level by providing them with post-purchase treats typically associated with high-end luxury brands. The carmaker’s focus on connectivity, automatic features, and SUVs aligns with customer preferences for long-distance travel on popular highways.
Hyundai has enjoyed success in the Indian auto market, competing with Maruti Suzuki and Tata Motors. By leveraging music as a medium to connect with young consumers, the brand aims to strengthen its customer relationships and enhance brand loyalty. Through its workshops and service centers, Hyundai markets the Spotlight concerts to its car owners, emphasizing the importance of customer satisfaction and pride in associating with the brand.
Overall, Hyundai’s Spotlight initiative represents a shift towards a more lifestyle-oriented brand strategy, reflecting changing consumer preferences in India’s aspirational market. With a focus on customer happiness and engagement, the carmaker aims to solidify its position as a trusted and aspirational brand in the Indian auto industry.
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