Mumbai: Haymarket SAC, India’s leading automotive media publishing brand, today unveiled What Car? India on YouTube. The YouTube channel is Haymarket SAC’s first foray into the Hindi language segment online.
What Car? India will cut through the clutter online by being a friendly guide to cars and bikes for consumers across the country. It will offer accessible and user-friendly information on car buying and owning, as well as industry news to Hindi language viewers across the country. According to the Google-owned YouTube, 54 percent of online videos that Indians watch are in Hindi.
What Car? India’s consumer-centric philosophy will reflect in its treatment of content that will aid buyers in making better, more informed decisions when it comes to the purchase of vehicles, irrespective of whether it is a basic hatchback or a luxurious sedan. It will also focus on car care and maintenance, shine a light on great deals, and regularly profile the Indian automotive industry’s movers and shakers.
What Car? India’s YouTube channel will be driven by the same rigour and professional approach that has made Autocar India, by far the country’s leading brand for car news and reviews.
The What Car? India channel will be anchored by well-known journalist Mugdha Mishra. Mishra has spent over 10 years covering the auto industry. She was previously with CNBC Awaaz and Bloomberg-UTV.
“What Car? India will be a single source of credible information for consumers on car purchase. We aim to provide consumers a 360-degree view on all aspects of mobility solutions — starting from the buying decision and then during the entire ownership cycle. We will offer unbiased advice on service issues, financing solutions, and resale options, and help readers achieve the most out of their vehicles,” said Mishra.
Mishra will be working on the channel with Renuka Kripalani, Executive Editor, Video Content, at Autocar India and Editor, Autocar Show.
“Autocar India’s slick, information-packed video content has been the benchmark for years now. We aim to set similar benchmarks in creating content in the Hindi language segment with What Car? as well, this time with a laser focus on consumer needs. In short, if you are looking to buy a particular vehicle, you can expect What Car? to deliver the complete lowdown on it,” said Kripalani.
“Brands from the Haymarket stable are leaders in their respective verticals, both online and in print, and What Car? India will add another dimension to the company’s ‘digital-first’ growth trajectory,” said Hormazd Sorabjee, managing director, Haymarket SAC, and editor, Autocar India.
“Video has become a window to the world for many Indians, and that includes car buyers across the country. What Car India? perfectly dovetails into our digital-forward plan, and, under the able leadership of Mugdha Mishra and Renuka Kripalani, I see it becoming a go-to resource for Hindi language viewers,” said Sorabjee.
