Mad Influence Partners with Hyundai for "Origins of Kerala" Campaign

Mad Influence, a full-service creative marketing agency excelling in campaign ideation, content creation, and influencer collaborations, joined hands with Innocean to launch the ‘Origins of Kerala’ campaign for Hyundai Motor India Limited, a unique initiative celebrating Kerala’s cultural richness during the Onam festival. Mad Productions, the content arm of Mad Influence, conducted the entire shoot and managed logistics in Kerala, bringing to life a series of visually captivating webisodes that explored the state’s traditions in food, dance, and martial arts, while seamlessly integrating Hyundai Motor India Limited’s advanced vehicles into the narrative.

The campaign featured three immersive webisodes, each led by a popular regional influencer who explored different aspects of Kerala’s culture. In the first webisode, renowned food influencer Govind (Kerala Foodie) drove the Hyundai Motor India Limited Exter through Kochi, Thrissur, and Palakkad, uncovering the diverse traditions of the Onam Sadhya, a festive vegetarian feast. Govind’s journey highlighted the flavors of Kerala’s cuisine, featuring insights from culinary experts at Ottupura Catering, Ambiswamy Catering, and a passionate home cook, all of whom showcased the intricate details of preparing an authentic Sadhya.

The second webisode starred actress and classical dancer Anu Sithara, who explored Kerala’s iconic dance forms while driving the Hyundai Motor India Limited Venue. From Mohiniyattam with Jamsheena Jamal at the RLV College of Music and Fine Arts, to Kathakali with Kshama Raja at the Hill Palace Museum, and finally the vibrant Pulikali in Thrissur, Anu’s cultural journey was a harmonious blend of tradition and Hyundai Motor India Limited’s modern innovation.

In the third webisode, actress, and dancer Noorin Shereef delved into Kerala’s ancient martial arts, traveling in the Hyundai Motor India Limited Creta. Her exploration began at the EP Vasudev Gurukkal Academy in Kottayam, where Dr. EP Shaji Vasudevan Gurukkal introduced her to Kalaripayattu. She then met Davis Thomas at Cherai Beach to learn about Vaadi Payattu, a dynamic stick-fighting tradition. The Hyundai Motor India Limited Creta provided a comfortable and reliable travel experience, perfectly complementing the cultural adventure. 

"At Mad Influence, we are committed to crafting campaigns that blend cultural authenticity with innovative storytelling. This campaign aimed to connect Hyundai Motor India Limited’s modern vehicles with Kerala’s timeless traditions, creating a meaningful narrative that resonated with audiences. The ‘Origins of Kerala’ campaign allowed us to celebrate the vibrancy of Kerala’s heritage while showcasing the unique attributes of Hyundai Motor India Limited’s vehicles in a relatable and inspiring way." said Gautam Madhavan, Founder and CEO of Mad Influence.

Virat Khullar, AVP & Vertical Head – Marketing at Hyundai Motor India Limited expressed pride in the collaboration, stating, "Through the ‘Origins of Kerala’ campaign, Hyundai Motor India Limited celebrates the cultural wealth of Kerala, connecting our modern vehicles with the timeless traditions of Onam. This partnership with Mad Influence has helped us create a powerful and emotional connection with audiences across India."

The webisodes shared across Hyundai Motor India Limited’s social media platforms, garnered impressive engagement, with over 962,100 views and 7,043 interactions. The campaign’s high production value, led by Mad Productions, ensured an authentic and visually engaging representation of Kerala’s traditions.