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Kia Motors runs a promotion around the Australian Open tennis tournament for India — creates ‘ballkids anthem’

For its foray into India, Korean auto major Kia Motors is leveraging its role as a global sponsor of tournaments like FIFA and the Australian Open tennis championship. A recent on ground promotion to pick ballkids to represent India at the Australian Open tennis championship this January drew in over 1,800 young aspirants. Of these, 10 children will be part of the official Kia Indian Ballkid Squad.

To promote the initiative, Kia created a ballkids anthem

Speaking about the promotion, Kia Motors India’s managing director and CEO Kookhyun Shim said: “I am very happy to see the overwhelming response from young tennis enthusiasts for the  Australian Open Ballkids International Program presented by Kia. This program will definitely boost the interest of kids towards tennis and would give them an opportunity to experience the sport in its truest form.”

The ballkids promotion follows close on the heels of a promotion for the FIFA World Cup earlier this year which saw Kia sponsoring India’s first official match ball carriers. While sports like football and tennis command only a fraction of the viewership of cricket, India’s most popular sport, they are nevertheless very popular that are popular among a more premium urban audience.

Credits:

Client: Shakti Upadhyay: General manager – marketing

Agency: Innocean Worldwide India

Production house: Culture Drum

Senior executive creative director: Talha Nazim

Creative director: Prachi Gambhir Dutta

Director: Siddharth Dutta

Executive producer: Hari Krishnan

Producer: Samrat Das Gupta

Music: Subhajit Mukherjee

Lyrics: Talha Nazim

Singer: Bonnie Chakraborty

GM client servicing: Ravi Manglani

Account management: Sarthak Verma

 

 

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