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CHENNAI, Oct. 10

HYUNDAI Motors is using a communication strategy for the launch of its Accent CRDi that will tout the superiority of CRDi technology and seek to differentiate between a diesel and a CRDi engine, though the latter is essentially a diesel engine as well.

As Hyundai's President, Mr B.V.R. Subbu says, the company's ads will seek a superior positioning for CRDi. A four-ad teaser campaign was unveiled in the South prior to Accent CRDi's national launch in Chennai.

The ads harped on the `negatives' of a diesel engine - from its polluting nature, high vibration, noise and the fact that diesel engines are slow off the block. The teasers assure that all that is going to change soon. This series is followed up the launch ad of the Accent CRDi in print and a television commercial produced by Grey India, Hyundai's advertising agency for its Accent range.

While the Santro will soon have a new ad on air featuring both Bollywood stars Shah Rukh Khan and Preity Zinta, in an effort to give the Santro a younger positioning, Accent CRDi's advertising will essentially be product led. The ads will highlight CRDi's efficiency and features.

"CRDi engines will define diesel technology; anybody offering any other technology will pale in comparison," emphasised Mr Subbu. Hyundai's Santro ads are handled by Saatchi & Saatchi while the Sonata's advertising is by SSC&B.

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