Country’s largest passenger car exporter and second largest car manufacturer, Hyundai released the Music Video ‘Drive Mein Junoon’. Though, you must have heard woofing sounds of cars in many video songs, but did you ever thought that sounds of a car can also be composed into an amazing music? Well! Hyundai Motors along with India’s Youth Favourite - Arijit Singh, Clinton Cerejo composed a song from 118 different sounds derived from the Hyundai Elite i20.
Now, these sounds include the sound of the wipers, clipping up and down of the AC vents, pulling of the hand brake, opening and shutting of doors and windows, turning the indicator on and off, seat belt warning sound, the sound of the horn, engine revving etc. and moreover, this video does not feature any of the musical instruments but captures the essence of creation and exemplifies company’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, 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.”
The company 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. The Elite i20is Hyundai’ biggest success in the country where this car is in the “Top 10 selling cars in March 2016”.