Hyundai Motor India Ltd. (HMIL), the country’s largest passenger car exporter and second largest car manufacturer today released the Music Video ‘Drive Mein Junoon’. The music for this innovative video is composed from the Elite i20. The electrifying video song casts India’s Youth Favorite – Arijit Singh, Clinton Cerejo and the Hyundai Elite i20.
“Drive Mein Junoon” is a unique song composed from 118 sounds derived exclusively from the Elite i20, all of which were recorded in just a single day. The sounds include the sound of wipers, pulling of the hand brake, turning the indicator on and off, seat belt warning sound, opening and shutting of door and windows, engine revving etc. It does not feature any musical instruments but captures the essence of creation and exemplifies Hyundai’s commitment to promote various facets of music through extraordinary initiatives by New Thinking New Possibilities.
Commenting on the release of the video, Mr YK Koo, Managing Director and CEO, Hyundai Motor India Ltd said, “Hyundai Motor India is a youth centric brand and under its modern premium brand direction celebrates the success of the Elite i20, a car that embodies the spirit of Indian youth. We believe that art, culture and music are common assets and together constitute universal language that influence and inspire people of all ages and backgrounds. Cars are a collage of multifaceted forms of art and technology and creating them is similar to creating a masterpiece of music, we are delighted to associate ourselves with India’s leading Youth Icons Arijit Singh and Clinton Cerejo and be a part of this exciting innovation that will instantly connect with the Indian youth.”
Speaking about the Music Video, Arijit Singh said, “I have heard Clinton’s various works and I am very fond of his music. Dubbing the new Elite i20 song was exhilarating as it has a rock-like quality with catchy and meaningful lyrics and I was humming the tune even after the recording was over! That’s the power of great music.”
Speaking about the Music Video, Clinton Cerejo –the music director said, “The challenge was to derive sounds from the car and create a song without using any other instruments except car sounds and voices. At the same time I had to ensure the track was modern and has an instant appeal to the modern discerning Indian. I’m really happy because when I hear the finished product I feel we achieved both objectives. When working with car sounds which are mechanical in nature, the goal was to infuse a life like quality to them and give the car a personality and make it come alive. The car was more than cooperative and I myself was amazed at the sheer range of sounds I was able to extract from the Elite i20. It’s like the car was literally my co-composer on this one. I hope the viewers have as much fun watching this video as we’ve had creating it.”
Hyundai believes that the process of creating music is similar to creating an automobile. An amalgamation of ideas where disparate things come together to create harmony. The music video demonstrates Hyundai’s vision that both art and technology are essential to understand humanity and defining technology in the future.“
The ‘Drive Mein Junoon’ Music Video is exclusively available on ‘Hyundai India’ YouTube channel. It celebrates the success of the Elite i20 as India’s most loved premium hatchback. The Elite i20 has raised the benchmark for premium compact vehicles in India with a combination of power and style, robust body structure and superior engine performance making it a preferred partner for global customers. It is a stellar example of the ‘Make in India’ success that has met and exceeded the global performance standards.
HMIL will also be initiating an array of contests and activities which will revolve around the song to create deeper and long lasting engagement with its audiences. One of HMIL’s biggest successes in India, the Elite i20 has been much appreciated for its Modern Premium looks, its best-in-class features and its top notch performance, winning it the prestigious ‘Indian Car of the Year Award 2015’.
Moving forward Hyundai Motor India will continue to undertake such initiatives of creating innovative content to connect and engage with the youth and our dynamic customers.