As the ICC Women’s T20 World Cup gets under way in South Africa, Hyundai Motor India leveraged spiking women’s cricket interest by rolling out a fresh edition of its ongoing #TheDriveWithin campaign fronted by its team of Indian female cricket athlete ambassadors.
The car company worked with brand endorsers and Indian Women’s Cricket Team stars Smriti Mandhana, Shafali Verma, Jemimah Rodrigues, Yastika Bhatia and Renuka Singh for a new shoot for its #TheDriveWithin marketing initiative. The campaign is based around the message that ‘all you need is the drive within to make your dreams come true’.
The campaign’s latest iteration was spearheaded by a player focused video and photo shoot and the resulting content rolled out from 10 February across the brand’s Indian social media platforms and via the players’ personal platforms with creative channeling consumers to the initiative’s web platform.
“Hyundai Motor India deeply affiliates with our country’s sports spirit with a strong resolve to support the upcoming talent in the country. Athletes throughout the world are empowered by conviction and determination and they put in years of arduous training to become the best contenders at a global level. Driven by the same spirit within our organization, we aim to provide the best experience to our customers with our world-class products and future mobility solutions,” explained Hyundai Motor India COO Tarun Garg. “#TheDriveWithin Campaign since 2022, has been the expression of Hyundai to bring forward the authentic narratives of Indian women cricketers and highlight their drive for victory so as to foster the spirit of sportsmanship across the country. It was so amazing to hear the illustrious accomplishments and stories of Smriti, Jemimah, Yastika and Renuka. At the same time, we missed Shafali at the shoot for the campaign, as she was making India proud on the global stage with the recent win.”
Comment
Cricket is by far the most popular sport in India: a game that unites the nation and which almost all Indian’s follows with so much passion and fervour that every national team match turns into some form of nationwide festival.
The #TheDriveWithin campaign began back in March 2022 on International Women’s Day when it celebrated the true stories of India’s leading female cricketers through a film series focused on four inspiring videos about the lives of Indian women’s team stars and Hyundai athlete ambassadors Smriti Mandhana, Shafali Verma, Taniyaa Bhatia and Jemimah Rodrigues.
These true story spots show how each of these players took a very different route to achieving the same dream – to represent India on the world cricket stage.
Set to a catchy audio tracks, the films offer a glimpse of the cricketers’ childhood and explore how each fought the odds, took failure in their stride and had the courage, drive, determination, grit and skill to keep going till they earned their spot in the Indian cricket team.
Leave a comment
You must be logged in to post a comment.