Hyundai India today announced the extension of its contract with Bollywood celebrity Shah Rukh Khan as the company's corporate brand ambassador. Shah Rukh Khan, who first partnered with the South Korean carmaker in 1998, has been associated with Hyundai Motor India for about two decades now, which makes this, one of the longest Carmaker-Brand Ambassador partnerships yet. The first Hyundai product that Shah Rukh advertised for was the Santro hatchback, which turned out to become Hyundai's most successful product in India.
Shah Rukh's first Santro ad positioned the car as the 'Complete Family Car' and the popularity of the actor among the masses was a major boost for both the company as well as the product. In fact, YK KOO, MD & CEO, Hyundai Motor India Limited said, "Hyundai's association with Shah Rukh Khan has enhanced and propagated our brand values. Shah Rukh Khan has a very strong image of a family person and represents strong family values. Hyundai being a household name in automobiles in India connects strongly with Shah Rukh Khan and over the years, both have emerged as the most loved and trusted names.
Over the year Shah Rukh has endorsed several popular Hyundai products apart from the Santro like - the Hyundai i10 and Verna sedan. And while there hasn't been seen any mentionable Hyundai-SRK TV commercial for some time now on any new products, SRK has been promoting other corporate events and safety initiative programmes for Hyundai like the 'Be the Better Guy' campaign. In 2010, Shah Rukh Khan won the 'Brand Ambassador of the Year' award for Hyundai i10 at NDTV Profit Car and Bike Awards.
Commenting on his long-standing association with the brand, Khan said, "It has been a really wonderful journey with Hyundai as we complete 19 years of a fruitful association. It has always been a delight to be with a Modern Premium car brand. It's been very satisfying in terms of association as a brand ambassador with Hyundai, as Hyundai has delivered much more than cars through its innovative experiences, adding brilliant moments to customers' lives."