New Delhi: Mad Influence, a creative marketing agency, partnered with Innocean to launch the ‘Origins of Kerala’ campaign for Hyundai Motor India Limited. This initiative celebrated Kerala’s vibrant cultural heritage during the Onam festival through a series of three immersive webisodes that highlighted Kerala’s rich traditions in food, dance, and martial arts, while featuring Hyundai’s advanced vehicles.
The content, crafted by Mad Productions, the production arm of Mad Influence, brought an authentic and visually rich portrayal of Kerala to life. With meticulous planning and execution, the team managed the shoot and logistics across various iconic locations in Kerala. The campaign’s webisodes showcased Hyundai’s commitment to blending modern innovation with India’s diverse cultural fabric.
Each webisode, led by regional influencers, offered a unique lens into Kerala’s heritage:
Webisode 1: Culinary Exploration
Renowned food influencer Govind (Kerala Foodie) drove the Hyundai Exter through Kochi, Thrissur, and Palakkad, exploring the intricate traditions of the Onam Sadhya. Featuring insights from culinary experts and home cooks, this episode celebrated the flavors of Kerala’s festive feast.
Webisode 2: Dance and Culture
Actress and classical dancer Anu Sithara journeyed in the Hyundai Venue, showcasing Kerala’s iconic dance forms such as Mohiniyattam, Kathakali, and Pulikali. The episode highlighted the beauty of these art forms while seamlessly integrating Hyundai’s modern vehicle into the narrative.
Webisode 3: Martial Arts Legacy
Actress and dancer Noorin Shereef explored Kerala’s ancient martial arts in the Hyundai Creta. From Kalaripayattu at EP Vasudev Gurukkal Academy to Vaadi Payattu on Cherai Beach, the webisode celebrated Kerala’s martial arts tradition alongside Hyundai’s innovative design and comfort.
Gautam Madhavan, Founder and CEO of Mad Influence, emphasized the campaign’s cultural focus:
“At Mad Influence, we are committed to crafting campaigns that blend cultural authenticity with innovative storytelling. The ‘Origins of Kerala’ campaign allowed us to celebrate Kerala’s heritage while showcasing Hyundai’s vehicles in a relatable and inspiring way.”
Virat Khullar, AVP & Vertical Head – Marketing at Hyundai Motor India Limited, praised the collaboration: “Through the ‘Origins of Kerala’ campaign, Hyundai celebrates Kerala’s cultural wealth, connecting our modern vehicles with the timeless traditions of Onam. This partnership with Mad Influence has created a powerful and emotional connection with audiences across India.”
The campaign, shared across Hyundai’s social media platforms, garnered over 962,100 views and 7,043 interactions, reflecting its widespread appeal and high production quality.
With this initiative, Hyundai Motor India Limited and Mad Influence have set a benchmark in integrating brand storytelling with cultural celebration, creating a campaign that resonates deeply with audiences while honouring Kerala’s rich heritage.
