Innocean Wins Marketing Award Hosted by India's Most Prestigious Media Group

A scene from the 'Hyundai Spotlight' campaign music video by Innocean, which won the silver award.

[Asia Economy Reporter Jeon Jinyoung] Innocean announced on the 6th that it won the Silver Award in the Music Video Marketing Campaign category at the prestigious Indian marketing awards, the ‘2022 ET SPOTT Awards.’

The ET SPOTT Awards is a marketing awards ceremony for video and audio content hosted by The Economic Times, a major media group in India. Every year, the awards discover fresh video content and marketing campaigns and honor the creators, platforms, and marketers of those works.

The work that won the Silver Award this time is the YouTube channel ‘Hyundai Spotlight’ campaign, created through a collaboration between Hyundai Motor India and Universal Music Group India. This campaign was planned as Hyundai Motor India’s first music platform project, uploading music videos of newly discovered emerging artists and aiming to continuously grow new music genres.

Notably, this campaign features Hyundai’s use of YouTube and music to communicate with India’s younger generation. As unknown artists gained recognition through the campaign and attracted the younger audience, over 250 submissions from hidden artists wishing to participate in the ‘Hyundai Spotlight’ campaign have been received so far, and more than 110,000 people have subscribed to the YouTube channel.

The first music video released on the ‘Hyundai Spotlight’ YouTube channel was the song ‘Dundain Sitar,’ performed by Asha Gill and King, who were unknown singers in India. The song title means ‘Find the Stars’ in Hindi, and the two singers were artists who had sung various famous Bollywood songs and hits on social media (SNS) but had not been widely known. Since its release in December last year, the music video has surpassed 16 million views and continues to be talked about.

Yoon Hakno, Head of Innocean’s General Regional Headquarters, said, “This campaign is very meaningful as it delivered positive impacts not only to advertisers but to everyone involved in the campaign through Innocean’s unique creativity, and furthermore led to winning a prestigious award in India. We will continue to strive to widely gain recognition for Innocean’s capabilities through intense efforts.”