South Korean carmaker Hyundai Motor India on Wednesday signed an MoU with Aditi Ashok, the 2020 Arjuna Awardee and the world’s only golfer who has made the cut in every major golf format.
Through this association, HMIL aims to strengthen the brand’s voice, spirit, and innovative approach to prioritise customer interests further and create new brand opportunities that resonate with today’s youth.
Hyundai will work closely with Aditi representing HMIL’s Young & Progressive Imagery as part of the two-year association. Seon Seob Kim, MD & CEO, Hyundai Motor India, said, “It is a moment of great pride for us to announce this association with Aditi Ashok, one of the youngest and finest golfers in India today. Our association with Aditi Ashok reflects our brand’s vision to inspire people, especially women in sports, to be their true self and stand by their choices.”
“Our commitment towards creating a gateway of opportunities for emerging talent, has been a key focus this year. We are consciously advancing in creative formats to craft pathbreaking experiences, through a series of innovative consumer engagement programmes,” he added.
Through this collaboration, Hyundai will continue to communicate its vision of prioritising Progress for Humanity to deliver meaningful experiences for our customers. As part of the Sports Association, Aditi will be seen as a brand ambassador and represent Hyundai in the National & International Sports Tournaments & Championships.
The carmaker partnership with Aditi will be visible through the logo on her jersey, which will be used in major tournaments. The partnership will be leveraged through a series of initiatives such as creating digital bytes and stills, capturing her winning stories that will help consumers enjoy Golf more.
Hyundai celebrates the spirit of Indian women sportspeople who are challenging the stereotypes and setting new benchmarks, becoming an inspiration for millions of women. Sportspeople of such calibre defy pre-existing norms and build a new horizon for themselves.