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Susan Joseph


Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh


Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas


Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava


Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary


Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya


Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 



A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde


Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha


Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.


Priyokumar Singh Naorem


He is a passionate UI & UX designer who thrives on creating engaging creative solutions.


Dyuti Mittal


A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh


She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Purna Chandra Mahato


Purna Chandra Mahato is an artist based out of Rourkela, India. Trained in painting (fine arts) from Pracheen Kala Kendra, Chandigarh, Purna has participated in many prestigious exhibitions and artist camps. His paintings explore various aspects of colour, shade, textures, and strokes, while keeping to abstract themes; they strive for a spontaneity that is enjoyable to spectators.

Parul Gupta


A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra


Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant


Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta


Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad


Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Chandrashekhar Thakur


Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra


Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.


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A case study on how Hyundai used social media to engage with its target audience, develop a deep connect and build interesting interactions.

During the Super Bowl season in the US in February 2016, Hyundai ads released on YouTube were rated among the top 10 ads by social media channels. The company actually got the first, fourth and sixth spot on the 10 best ads rating on YouTube. Hyundai actually saw a 92 percent increase in its YouTube followers during this time. According to the Hyundai US CMO Dean Evan, all this was possible because of the company’s strategy to focus on few primary social media partnerships – YouTube obviously is one of them – so that the efforts are more concerted and effective. Facebook and Twitter are the social channels of choice for the brand.

This is the story in the US; but the Indian scenario for the brand is quite similar. Here too it has invested heavily in YouTube and Facebook. The company now has over 6 million fans in Facebook, over 50 million video views, and nearly 20,000 subscribers on YouTube.

The best social media presence in Indian auto sector

The numbers stated above are impressive for an automobiles company. According to YK Koo, Managing Director and CEO, Hyundai Motor India Ltd, the numbers emphasize Hyundai’s strategy to actively reach out to a larger cross section of customer base and engage on a real time basis through social media platforms.

Hyundai Motor India started its social media presence with Facebook in 2011. Over the last five years it has not only strengthened its base in the social networking channel, but also made its presence felt in YouTube. The company has actually managed to double its engagements over the past few years. Like in the US, the company in India also follows a much focused approach.

Moreover, the company is proud of the fact that it has very high levels of fan engagement - highest in the digital space amongst any automobile manufacturer. It has been able to do so by continually monitoring and measuring the key metrics of any campaign it publishes.

In fact, social analytics is a major tool for Hyundai to constantly gauge the impact of its social media campaigns. It engages in lots of social listening, tracking comments and shares to understand the levels of engagement a specific post has. This enables the company to be competitive and optimize each social media event or activity. One of the reasons why most of its campaigns have worked and garnered such success is the intelligence it gathers from its social media marketing efforts and using that to develop further communication strategy.

Hyundai made the YouTube choice

Cars are best shown in action, and video campaigns enable that. Which is why Hyundai, a brand focused on a young and mobile audience, chose the video medium, and thereby, YouTube.

One example of how Hyundai used YouTube effectively is the road safety awareness campaign that it ran highlighting actions in our day-to-day lives which can prevent mishaps. The videos, ‘#BeTheBetterGuy’ showed brand ambassador Shah Rukh Khan spread the road safety message.

These films made instant connect with the consumers that included car owners who were not necessarily Hyundai customers. Talking about ‘#BeTheBetterGuy’ campaign, YK Koo says, “Hyundai Motor India is a caring brand, and we want all drivers to realize the importance of safe and responsible driving. With people’s participation, we are confident the campaign will become a social movement.”

This was an innovative move on the part of the company to garner customer goodwill, and improve overall brand recall. Unlike TVCs, these YouTube videos have a longer shelf life, so the impact of the overall communication activity is higher and more durable because it is on social media.

The ‘Better’ Brand

Through its focused social media marketing initiatives, Hyundai India has been able to not just launch new products, but also develop better consumer engagement and connect. It has used various social media channels prudently, without stretching and diluting its marketing impact. The keyword here is optimization of the channels used and having a defined end result in mind. Koo explains, “The Indian car buyer is getting younger and is fast in adapting to global trends. Studies revealed that the communication behavior amongst youngsters is evolving. Hyundai has designed a new strategy by introducing pictograms, infographics and emoticons which is the common language adapted by the youth to communicate with each other. Being a youth-oriented brand, Hyundai has adopted an approach that strikes a chord with current youthful trends which are engaging and active through all digital platforms. The brand has successfully created memorable campaigns and experiences for young Indian customers and has positioned itself as an ace auto brand on social media.”

The 10 Point Hyundai Social Media Strategy

1. Integrated communication approach
2. Specific channel focus for specific campaigns
3. Primary social media partnerships
4. Mapping target audience
5. Visually compelling communication
6. Social analytics
7. Social listening
8. Competitive tracking
9. Engagement metrics
10. Branding through social message