Hyundai Motor India Ltd, to enhance its market share in semi-urban and rural areas, plans to sign up regional brand ambassadors in every state.
"Signing up Hindi film star Shah Rukh Khan has worked wonders for us and he is the national ambassador, but the company is also looking at regional 'brand evangelists' to promote the product locally," a company official said.
Hyundai has signed up its first brand evangelist, Bhagwant Mann, a popular comedian, in Punjab. The company witnessed a 20 per cent rise in sales in the state after conducting roadshows and signing up Mann.
"Although Khan has helped bring an India touch to our cars, a local brand ambassador for every state will help us give the last connect that was missing thus far," the official said.
According to the official, an ideal local brand ambassador will be someone with high cultural connect in the state. People from the state should also be able to identify with the evangelist.
The idea of a local evangelist has clicked because in the past advertisements that found the cultural connect had worked well in Punjab for Hyundai.
Citing examples, the officials said Santro's tall boy design helped Punjabis with turbans sit erect and drive comfortably - appealing to the Sar utha ke jiyo philosophy of Sikhs.
Bagwant Mann is hugely popular in this fun loving state, especially for his clean, rustic, family-centric comedy He is seen as a local icon and identifiable with the masses both in the urban and rural pockets.
After having consolidated in the urban market, Hyundai is looking at extending its presence in semi-urban and rural markets to increase its market share. It has started roadshows in Uttar Pradesh, Rajasthan, Haryana, Maharashtra, and Kerala.
The roadshow in UP has generated 1,800 enquiries and car sales has increased from 600 cars on an average to 800 cars per month. Roadshows in Rajasthan, and Haryana resulted in sales rising by 15 per cent in both the states.
