2021 Winner

Kia launched its Seltos subcompact SUV – a segment that appeals to South Asian Canadians – in the spring of 2020. Research showed that South Asians want to embrace western aspirations while still maintaining their cultural fabric and traditional eastern values. They celebrate the idea of having control over their choices, a feeling that was best represented in Hindi as “Apni Marzi Ki Chaabi,” which roughly translates to “The Key to One’s Choices.” While the brand and Stradigi Marketing chose the phrase “Apni Marzi” (Our Choices) to personalize the construct, “Ki Chaabi” (The Key) was used as a cue for the smart features that came with the Seltos.

Online videos showcased the features of the Seltos layered with cultural nuances. For instance, a young man is shown dancing to Punjabi music through Seltos’ hi-f audio system after hearing he was given a new job. Each of the stories reflected on celebrations, which resonated with the audience, generating an average CTR of 1.40%.

Credits

Andrew Srinarayan - Founder & CEO, Digital & Multicultural Marketing Strategist

Bobby Brown Singh – Director & Producer

Shreya Parashar – Content Architect, Storyteller

Sachin Sharma – Insights & Storyteller