Following the release of the Hyundai KONA Electric, Hyundai would like to emphasize the goal of this new electric vehicle, which was to encourage people to go electric while also promoting sustainability through the 'Road to Sustainability' series.
In response to the client challenge, Travel + Leisure India & South Asia, in collaboration with Hyundai KONA Electric, brought Road to Sustainability, a three-part sustainable living series with thought leaders from the fields of travel, food, and lifestyle.
'Road to Sustainability' series featured travel content creators Rony & Barty, chef Thomas Zacharias, and fashion designer Kriti Tula who gave an overview and shared inspiring stories about three different aspects of sustainability along the journey with Hyundai KONA Electric.
The chosen personalities identified with the campaign's goal of promoting sustainability. Rohan Thakur and Bharti Bahrani, also known as "Ronnie & Barty," are two renowned travel vloggers who promote sustainable travel. Chef Zacharias' culinary journey began at a young age in his native Kerala, India, inspired by his grandmother's home-cooked food, with a focus on sustainable food production. Kriti Tula, the founder of Doodlage, is a fashion designer who produces sustainable clothes upcycled from garment industry waste.
Travel + Leisure India & South Asia featured native articles under the category Conscious Traveller, including exclusive interviews with three thought leaders: Rony & Barty, Thomas Zacharias, and Kriti Tula. In Part I, the team travelled to Manali with Ronnie and Barty to learn about their perspectives on sustainable travel. Part II covered a trip to Goa to explore food sustainability with Chef Thomas Zacharias. Finally, in Part III, Kriti Tula spoke with the Travel + Leisure India & South Asia team about the importance of sustainable fashion.
Along with the native articles, the three video teasers featured each guest discussing what they liked about the Hyundai KONA Electric while addressing various sustainability topics such as travel, food, and fashion.
Road To Sustainability: Episode 1 ft. Ronnie & Barty
Travel + Leisure India & South Asia team also shared the 'Road to Sustainability' content on Instagram, Facebook, YouTube, and Twitter with the support of a social media team that devised a social media management strategy that helped the client gain new customers, increase sales, and raise brand awareness online.
The brand was able to obtain over 4 million campaign reach with the introduction of this full-fledged 'Road to Sustainability' series.