THE BRIEF: In 2011 Hyundai took up a new brand philosophy of ‘New Thinking, New Possibilities’ It was a conscious decision to dramatically move from its old position as a ‘value’ car manufacturer to a ‘future orientated’ car manufacturer wherein the key brand values are futuristic, radical and advanced. The brief was to create a calendar for 2012, from Hyundai, which reflects Hyundai in this new light.

200,000 calendars were sent out to dealers, employees, associates and people visiting Hyundai Showrooms. Everyone who received it was taken aback and intrigued by the concept. It became a talking point among people wherever the calendar was put up. The calendar received ample attention and achieved what the brief expected it to do.

We realised that 2012 and 2040 are ‘Repeating Years’ wherein each month, week, date and day is identical. So we made a calendar for 2040, and sent it to customers, employees, and associates. The message said ‘Sending you the future a bit in advance’ – which was in line with Hyundai’s brand thought of making futuristic technology available to customers today. The 2040 Calendar as a calendar works perfectly for 2012 and hence its utilitarian function remains unchanged.

Along with adding intrigue and excitement on receiving the calendar, it also adds a certain excitement every time one sees it through the year. And of course in the process it reinforces Hyundai’s commitment to innovation and new thinking.

Hyundai wanted an image changeover with its new ideology, and that was best made available by a calendar that reiterates that every day. The method was cost-effective, easy to produce and easy to transport to any part of India.