| The company has already written to the ARAI stating that the name of the agency will not be dragged into this marketing blitz. |
| Instead, the advertisement, both in radio and print, will state that the five-seater status for Santro has been accorded by the 'country's premier certification and homologation agency.' |
| HMIL created a flutter in the passenger car market in the last two weeks with its new campaign to push Santro as a five-seater car. |
| Though the campaign did not state which models were four-seaters, the campaign earned the ire of ARAI, forcing the homologation agency to ask HMIL to refrain from using its name from any such marketing campaign. |
| The next set of advertisements, according to HMIL president BVR Subbu will also provide the full list of five-seater cars in India. |
| "We have asked ARAI to provide us the list of five-seater cars certified by them. We would be happy to include them in the list of five-seater cars in the next set of campaigns," he said. |
| Though the success of this campaign could hit market leader Maruti Udyog Ltd the most, the company has for now chosen to remain quiet, refusing to allow itself to be dragged into the controversy. |
| Market sources said that the campaign could generate heat in the volume-driven B-segment cars market, which today commands over 50 per cent market share in the one million passenger vehicle market in India. |
| The market for B-segment cars in India is today dominated by popular brands such as Maruti Udyog's Alto, WagonR, Zen, Tata Indica, Fiat Palio and Hyundai Santro. |
| Now heeding to ARAI request, HMIL said it would provide the full list of five-seater cars in the country, thereby indirectly castigating popular brands that are only four seaters. |
| The campaign though on the surface masquerades as a passenger safety campaign, but Hyundai is trying to improve the market share of Santro through the campaign. |
| It has revised its monthly volume target for Santro to 12,000 units. |
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