A musical ride of Hyundai

How many of us remember the various sounds that different parts of our car make? Well, apart from the odd auto buff who pays attention to the sonic beat of his wheels, not too many. Hyundai has mixed up the hums, chirps and other musical notes that emerge from its popular compact car Elitei20 to create a music video with singer Arijit Singh and music composer cum singer Clinton Cerejo.

'Drive Mein Junoon', the song has been composed using 118 sounds, all derived from the car. These are sounds of wipers, indicator, seat-belt warnings and so on. No external instruments have been used. The song launched on Wednesday, was viewed 4.5 million times in the first 72 hours and the company is hoping for 6-7 million hits in the first week.

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In the past, music videos have been shot around a car, but never has a car been the source of music. "This marks a new chapter in our marketing strategy. Music is universal and has no language barriers," said YK Koo, managing director and chief executive officer at Hyundai Motor India. He hopes the song will help the car connect with the young auto buyer.

Elitei20 remains the most sold premium compact car though it is facing stiff competition from Maruti Suzuki's Baleno; the latter notched up higher sales numbers for a month after its launch in October 2015. Rakesh Srivastava, senior vice-president (sales and marketing) said Hyundai aims to remain a youthful brand. "Cricket and music are the two passions of an Indian youth today. We have already tied up with the Board of Control for Cricket in India. Promotion of brands through the digital medium is becoming more and more important," he said. The company declined to share the investment made in making the video.

Hyundai will initiate an array of contests and activities around the song and is promoting it aggressively on radio, hoping to create a deeper engagement with the youth.