Campaign Objective
To generate high-impact visibility and emotional engagement for the launch of Kia’s new family variant, the Kia Carens Clavis, by building a memorable, emotionally resonant narrative around community, nostalgia, and modern family values.
Identifying the Perfect Reunion That Audiences Had Been Waiting For
Kia sought to onboard a celebrity couple, either real-life or on-screen, with:
- Relatable family appeal
- Strong digital presence
- Pan-India recognition
- A story that resonates with Kia’s new family-focused vehicle positioning
The brief demanded a quick turnaround, engaging multi-generational audiences, especially parents from India’s upper middle to affluent urban class, seeking trust, style, and community in their vehicle choice.
Bringing Sujal & Kashish Back — This Time for Kia
Social Aviator identified the perfect casting: Rajeev Khandelwal & Aamna Sharif, who famously portrayed Sujal and Kashish in the iconic television show Kahiin To Hoga.
❝ Fans across generations had long wished for a reunion of this beloved fictional couple. ❞
We recognized the undying fan following, frequent social media requests for their comeback, and their real-life roles as parents, making them perfectly suited for a family car campaign.
Transforming Fan Nostalgia Into Brand Affinity
The ad film brought Rajeev and Aamna together after years — this time, as parents of two children and a dog, journeying in their Kia Carens Clavis. The storytelling incorporated a surprise twist — Vikings — to represent an open, adventurous community, inviting others to “Join the Carens Clan.”
The creative concept drew from the Latin word ‘Clavis,’ meaning ‘key’ — metaphorically unlocking a new way of life, community, and experiences.
Why This Worked
- Nostalgia Marketing: Reigniting fan love for a much-loved on-screen couple.
- Relevance: Both stars are now parents, mirroring the brand TG.
- Community-Driven Message: Aligns with Kia’s theme of community and togetherness.
- High Emotional Recall: The surprise Viking element added a unique, memorable storytelling layer.
Target Audience
Demographic
Details
Age
30–50 years
Family Status
Parents with young children
Income Segment
Upper Middle Class to Affluent
Geography
Tier 1 & Tier 2 cities across India
Demographic
Age
Details
30–50 years
Family Status
Details
Parents with young children
Income Segment
Details
Upper Middle Class to Affluent
Geography
Details
Tier 1 & Tier 2 cities across India
Psychographic Traits
Details
Value modern comfort
Looking for stylish but family-friendly vehicles
Community-focused
Aspire for family outings, community building, adventurous life
Emotionally driven buyers
Respond well to storytelling and nostalgic triggers
Psychographic Traits
Value modern comfort
Details
Looking for stylish but family-friendly vehicles
Community-focused
Details
Aspire for family outings, community building, adventurous life
Emotionally driven buyers
Details
Respond well to storytelling and nostalgic triggers
Shoot Specifications
Parameter
Details
Shoot Duration
8 hours/day over 2 days
Location
Kullu-Manali
Celebrity Onboarding
Less than 24 hours
Production House
-
Celebrities
Rajeev Khandelwal, Aamna Sharif
Celebrity IG Following
3.13M
Product
Four-wheeler (Kia Carens Clavis)
Brand
Kia Motors
Platforms Activated
TV, Digital, Radio, Print, OOH
Parameter
Shoot Duration
Details
8 hours/day over 2 days
Location
Details
Kullu-Manali
Celebrity Onboarding
Details
Less than 24 hours
Production House
Details
-
Celebrities
Details
Rajeev Khandelwal, Aamna Sharif
Celebrity IG Following
Details
3.13M
Product
Details
Four-wheeler (Kia Carens Clavis)
Brand
Details
Kia Motors
Platforms Activated
Details
TV, Digital, Radio, Print, OOH
Campaign Deliverables
- Main ad film featuring family + Vikings
- Behind-the-scenes content from Kullu-Manali
- Digital reels (collaborative posts) - 4 Collab reels per artist hence 8 in total.
- Celebrity shoutouts on Instagram
- Press and PR coverage across top automotive & entertainment platforms
Performance Snapshot (Social Media)
Engagement
Rajeev Khandelwal & Aamna Sharif
Video Views
122.8M
Likes
191,198
Comments
2,388
Shares
5,023
Engagement
Video Views
Rajeev Khandelwal & Aamna Sharif
122.8M
Likes
Rajeev Khandelwal & Aamna Sharif
191,198
Comments
Rajeev Khandelwal & Aamna Sharif
2,388
Shares
Rajeev Khandelwal & Aamna Sharif
5,023
Outcome & Impact
- Massive fan-driven traction with online buzz around their reunion.
- Emotional engagement across generations, from Gen X to Millennials.
- Created an aspirational image of modern family travel for Kia Carens Clavis.
- Delivered a campaign masterpiece combining emotion, creativity, and performance.
Why Social Aviator?
Social Aviator’s keen industry insight, deep influencer network, and understanding of audience emotion led to:
- Right-fit celebrity casting
- Swift onboarding under 24 hours
- Nostalgia-driven storytelling
- Cross-platform campaign execution
We don’t just cast celebrities. We create strategic partnerships that transform product launches into viral success stories.
Want Your Brand to Shine with the Right Celebrity?
Let Social Aviator help you:
- Cast celebrity ambassadors
- Execute video advertisements with stars
- Arrange celebrity appearances for events & launches
- Access a wide range of A-list & niche celebrities
Let us know your objective. We’ll make it happen.
