MAM
Hyundai integrates brand messaging with TVF Originals The AamAadmi Family
New Delhi: Havas Media India in collaboration with Innocean Worldwide and The Viral Fever (TVF) has rolled out a digital-first smart campaign for Hyundai’s Grand i10 NIOS.
Hyundai drives the comeback of India’s popular family web series The AamAadmi Family Vacation Special, a TVF Originals by The Timeliners. Being the first family web show, it breaks away from the oh-so-dramatic and cliché TV daily soaps and lends a fresh take into the modern Indian family, its aspirations and hardships that is well-portrayed by the characters in a simple yet realistic manner, giving it a new-age perspective.
The three-part series unfolds the story of a middle-class Indian family, the everyday conflicts they face and their journey into buying the family’s first car. The show not only seamlessly integrates the brand’s messaging and its features but also highlights the comfort, convenience and flexibility of owning a four-wheeler for a commoner and urges the audience to take progressive steps by making smart choices in today’s dynamic new-age world.
The campaign is amplified through various in-show integrations, social media engagements, contests and more.
Hyundai Motor India director sales and marketing Tarun Garg said, “Hyundai is always looking for platforms to connect with our audiences in the most unique ways. This collaboration is an example of Hyundai’s commitment to create stronger connections with our customers and be a part of their daily experiences. The AamAadmi Family perfectly weaves in the brand’s ideology of smart cars for smart Indians. We truly believe that the Grand NIOS with its segment-leading features and technology is the perfect choice for the smart millennial customers.”
Innocean Worldwide joint MD Vivek Srivastava said,“With the dominance of the digital screen in the engagement matrix of brands with consumers, the content-based integrations have become an integral part of communication outreach. It’s effortless, unobtrusive yet impactful in seeding the soft and hard aspects. This initiative with TVF for Grand i10 Nios is a living testimony to this new strategic normal. The AamAadmi Family series not only helps us embed our client’s message in the digital milieu, plus it does so in a very relatable family context.”
Havas Media Group India CEO Mohit Joshi said, “At Havas Media, our endeavour is to provide meaningful experiences and build meaningful brands by capitalising on the most meaningful media. ‘The AamAadmi Family’ show by TVF perfectly captures the reflection of our society, showcasing the real-life conflicts which not only makes it an earthly watching experience for the audience but also strikes the right chord with Hyundai Grand i10 NIOS TG. Every character in the show has created a special connection with the audience allowing the brand to seamlessly integrate its brand promise and drive brand affinity. We are excited about this collaboration with TVF in driving the shared endeavour for Hyundai and we look forward to scaling new heights with many more meaningful offerings.”
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
