Situation: Habitual behaviour of littering amongst Indians, especially when on the road. This only adds to the overall garbage production of around 140,000 tons daily in India.

Brief: To provide a practical and effortless solution to Hyundai car owners for garbage disposal when travelling in their cars so that littering on roads is minimized.

Objectives:

* Reinforce Hyundai's inherent philosophy of "innovation with care" with launch of "Swachh Can", providing a simple and effortless convenience.

* Combine the company's mission with Indian Prime Minister's vision towards Clean India Mission (Swachh Bharat Abhiyan)

*Show that Hyundai is a modern premium brand

Implementation:

To launch the "Swachh Can", we took a high decibel event (Asia's largest Auto Expo 2018) and Bollywood's biggest celebrity (Shahrukh Khan). This combination attracted massive attention from press and people generating huge mileage and goodwill for Hyundai.

Timeline:

The "Swachh Can" initiative took 4 months to be implemented from the time of conceptualization to launch.

Idea presented - November 2017

Design approval - December 2017

3D structure design & prototype development - January 2018

Production of units for launch - February 2018

Implementation as standard fitment across all Hyundai cars - March 1, 2018 onwards.

Placement: The "Swachh Can" was designed to fit the cup-holder slot (next to gear box) of every Hyundai car.

Scale: "Swachh Can" was launched nationally and new Hyundai cars being sold pan-India were provided with the factory-fitted 'Swachh Can'. Also, old Hyundai cars brought for service were fitted with "Swachh Cans".