The Hyundai Motor Company is the second largest carmaker in India. To improve brand recall and strengthen the relationship with potential customers, Hyundai teamed up with Krayon to create an event about “Safe Driving” in the schools in the metro cities of India.
The initiative was conceptualised to promote “Drive Safe” and to gratify fathers on 16th June 2013, Father’s Day. 28,000 students from 1st-5th standard of B+, A & A+ schools in Delhi, Lucknow, Chandigarh, Bangalore and Chennai participated in the campaign. The students from 1st- 3rd standard were asked to sketch a portrait of their fathers and students from 4th – 5th standard were to write an essay to express their love and affection towards their father. The concept behind the “My Daddy My Superstar” campaign is to promote the “Drive Safe” and to portray a strong emotional bond of a child and the father.