The first Indian automotive company initiates innovative marketing through edutainment
-- The partnership aims at introducing young generation's safe and responsible future drivers
Hyundai Motor India Limited (HMIL), the country's largest exporter and the second-largest car manufacturer today announced its partnership with KidZania India, an indoor theme that engages children through real life roleplay. Under this agreement, Hyundai will establish the first Kids Driving School in KidZania Mumbai, targeting the age group of 4-14 years. Hyundai's partnership with KidZania Mumbai includes the Department of Motor Vehicle (DMV), Car Dealership & Driving Street. The partnership will empower future drivers of India through an authentic driving experience.
As a part of its youth engagement program, Hyundai aims to provide first-of- its kind driving programme that will allow kids to learn the responsibilities of driving as well as road and traffic safety guidelines. If they pass their driving test they will be given a license that is valid in KidZania and can be used to drive battery operated vehicles at the Hyundai driving street. As the Hyundai Car Dealership kids can become an auto sales consultant, or a car designer. All these initiatives will offer an experiential learning and make kids enact different roles in a practical and active environment of experiences in the automobile industry.
Mr. Nalin Kapoor- Sr. General Manager & Group Head Marketing, commented, "We are delighted to be associated with innovative edutainment concept by KidZania. Hyundai has always been on the forefront in innovation marketing and this is one step in this direction. Unified with reality and entertainment, this initiative will provide tutoring to kids on the automotive industry in an informative and fun way. This type of knowledge embraces the understanding of road traffic rules, basic driving skills, and responsible approach towards the safety. As a responsible corporate we want to emphasis on the importance of safe driving, and through this innovative marketing platform we will communicate the message of safe driving to all the children."
Mr. Viraj Jit Singh Chief Marketing Officer KidZania India, commented, "We are extremely excited about having Hyundai Motor India, a globally successful brand partner us on the 3 auto related activities. Hyundai is aligned with our philosophy of social responsibility. The Hyundai DMV Road safety program at KidZania Mumbai will through the use of top of the line simulators empower the next generation of drivers in India with road-etiquette, social responsibility and know-how of traffic rules."
About the various programmes:
Hyundai Department of Motor Vehicle: This initiative provides safe driving courses including driving rules and regulations through a tutorial provided by the instructor. Children can acquire a driving license on the passing of a driving test which will allow them to driver battery operated cars at KidZania. This is where kids apply and test for their driver's license. Having a driver's license means the kids can operate vehicles at the Driving Streets. The establishment features instructional queue line videos top of the line interactive driving simulators and a photo station where the driver's licenses are produced.
Hyundai KidZania Dealership: A scaled down version of Hyundai dealership with an actual Hyundai cars on display. This gives children an opportunity to learn about the highlights of a Hyundai Cars on display before experiencing an automobile consultant role. The scaled dealership will have a car design area for children to use their own creative thinking to design Hyundai cars.
Hyundai Driving Street: An area only designated for kids to drive battery operated cars that have been fabricated to look like Hyundai cars.
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC). HMIL is the largest passenger car exporter and the second largest car manufacturer in India. It currently markets nine car models across segments - in the A2 segment it has the Eon, Santro, i10 and the i20, in the A3 segment the Accent and the Verna, in the A4 segment the Elantra, in the A5 segment Sonata and in the SUV segment the Santa Fe.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts advanced production, quality and testing capabilities. HMIL forms a critical part of HMC's global export hub. It currently exports to around 120 countries across EU, Africa, Middle East, Latin America, Australia and the Asia Pacific. HMIL has been India's number one exporter for the past eight years consecutively. To support its growth and expansion plans, HMIL currently has 370 dealers and more than 900 service points across India. In its commitment to provide customers with cutting-edge global technology, HMIL set up a modern multi-million dollar R&D facility in Hyderabad. The R&D center endeavors to be a center of excellence in automobile engineering.
Corporate website: www.hyundai.co.in
Ravi Sharma, Hyundai Motor India Limited, +91 9873136644, [email protected]
V Anand, Hyundai Motor India Limited, +91 9810758141, [email protected]
Monish Mazumdar, IPAN H+K Strategies, +91 9810542491, [email protected]
Sukriti Kalra, IPAN H+K Strategies, +91 9910393262, [email protected]