When Hyundai almost picked Jackie Shroff over Shah Rukh
What's the story
Bollywood superstar Shah Rukh Khan has been the face of Hyundai ever since the company launched its first car in India.
However, what is less known is that before signing Khan, Hyundai was looking at another Bollywood actor, Jackie Shroff for the role.
The decision to go with Khan over Shroff was motivated by his mass appeal among young Indians and household name status after playing Raj in Dilwale Dulhaniya Le Jayenge.
Market entry
Hyundai's struggle to break into Indian market
Hyundai's India journey started with the establishment of an Indian entity in 1996.
However, the company struggled to introduce its brand to an Indian audience dominated by the likes of Maruti Suzuki, Tata Motors, Mahindra and Mahindra, and Honda.
To tackle these challenges, Hyundai brought global advertising firm Saatchi & Saatchi on board for expert guidance.
Brand ambassador hunt
Hyundai's search for a powerful brand ambassador
The need for a strong brand ambassador was felt when Hyundai was struggling to make its name in India.
According to CNBC-TV18 sources, the company had two potential candidates in mind: Khan and Shroff.
However, former officials of the company could neither confirm nor deny these claims when contacted by the portal.
Initial hesitation
Khan's initial reluctance to promote Hyundai
By 1997, Khan was a superstar in high demand after his successful films like DDLJ and Dil Toh Pagal Hai.
However, he was initially not keen on promoting a relatively unknown brand like Hyundai.
BVR Subbu, Hyundai's former President, recalled in his book, Santro: The Car that Built a Company, how Khan even asked cutting questions about the firm's failure in Canada.
Successful partnership
Khan's professionalism and contribution to Hyundai's success
Despite initial hiccups, Khan's professionalism and attention to detail during shoots went a long way in making Hyundai successful in India.
He gave valuable input on dialogue writing, camera angles, and storylines for Hyundai's first launch in 1998 with the Santro.
Since then, he has been associated with the launch of all of Hyundai's marquee cars including the Creta and the new Alcazar.