Hot Wheels debuts in Auto Expo Delhi

MUMBAI: Hot Wheels, the uber-popular and much-loved brand from the house of Mattel Toys, is revving up for its Golden Jubilee. Hot Wheels has kicked off its 50th anniversary celebration with an epic debut at Auto Expo - The Motor Show in New Delhi from 9 to 14 February 2018.

The experience at the Hot Wheels pavilion promises to be a supercharged treat for fans of the iconic brand as it will showcase two life-size models inspired by Hot Wheels die-cast models. The showcase, representing best of classic and modern times, is designed as an ode to the Hot Wheels 50-year journey since its launch in 1968. While one car will depict the vintage, retro era of the 60s, the second car will display a modern, millennial style, representing designs and innovation of the 21st century.

Featuring the unmissable Hot Wheels insignia – the red hot flames – the design of the classic car stays loyal to the brand's signature style. The classic muscle sports a grunge look with its all black body and chrome highlights. The car features a lip spoiler on the rear tail and an air dam in the front (in line with the thematic). The interiors too star a unique chain design steering wheel and a skull head gear knob. Upholstery of the car is draped with red leather which compliments the stunning look.

The 2018 car features particularly sporty details with the bumper designed with a bold horizontal line and broad air inlets that contribute to the car’s wide and sculpted impression. A swanky black roof, and a rear tail gate spoiler also add to the sporty appeal. The redesigned headlight clusters in black-cladding look feature LED technology, as do the fog lights, and tail lights. Features such as the spoiler at the rear of the tailgate are further elements of the car’s emotive and dynamic design.

Riding the wave of its 50 year celebrations, Hot Wheels seamlessly integrates its latest campaign, Challenge Accepted, that aims at instilling the challenger spirit amongst young children. The campaign blends in Mattel’s philosophy of 'play with purpose' by showcasing concepts of physics, aim, angle and speed; driving children to exploring their truest potential.

Mattel India head of marketing Lokesh Kataria says, “We are thrilled to set the wheels of our new campaign in motion and roll it out in an exhilarating way. As we celebrate a key milestone, we’re also reaffirming our efforts to grow the market in India by engaging with parents in meaningful ways to demonstrate the value of play with Hot Wheels.”

Hot Wheels will roll-out an integrated campaign for the Challenge Accepted campaign that will include television and digital advertising, social media promotions as well as various on-ground initiatives to engage more closely with fans and consumers. The anniversary celebrations will also include various engagements targeted to collectors, consumers and parents. 

During the 3-day extravaganza, Hot Wheels is playing host to an immersive and engaging experience at Auto Expo for participants across ages to witness their favourite cars come to life! The Hot Wheels booth will unveil the much-awaited life-sized cars, allowing fans and admirers to indulge in interactive games and challenges. Fans at the booth also stand a chance to win some exciting prizes while taking advantage of Hot Wheels Photo Stall and Challenge Accepted Selfie Contest.

Mattel Toys has focused its efforts around the core philosophy of ‘Play with purpose’ – where each toy developed by the global leader has an intrinsic benefit linked to it. The toy-car of Hot Wheels not only engages a child, but also gives practical knowledge about physics & maths like speed, distance and gravity. Hot Wheels at Auto Expo 2018 is designed in a manner to establish the importance of play in the lives of children by boosting their creativity, imagination and letting them push their limits by igniting the challenger spirit.

Latest Reads
Dr.Fixit shows how to prevent a leaky house

Most people believe that waterproofing their roof is enough for a leak free home. Dr.Fixit, from the house of Pidilite, has launched a new TVC campaign featuring legendary actor Amitabh Bachchan. The TVC aims to create awareness among home owners about the need for five-point waterproofing.

MAM Media and Advertising Ad Campaigns
MAM round up of the week

MUMBAI: The world of media and advertising never seems to have a dull day with another action-packed week coming to an end. Amid the yo-yoing fortunes of the industry, the newsmakers held their sway. Indian Television Dot Com brings to you a round up of the most important news events over the past...

MAM Marketing MAM
Mindshare South Asia announces agency restructuring, key appointments

Media agency Mindshare has announced an organisation restructure that mirrors the agency’s ambition to become collaborative in client success and navigate its marketing agenda with intelligence and agility.

MAM Media and Advertising Media Agencies
Parle Products eyes China for next phase of growth

MUMBAI: The girl with the glucose biscuit is probably the most iconic image after the Amul butter girl in India. The Parle-G girl is a part of the Parle Products family that has been in existence since 1929, founded by the Chauhan family in Vile Parle, Mumbai. Until a few years ago, as you crossed...

MAM Marketing MAM
ABBY Awards 2018 announces jury chairs

MUMBAI:  After announcing the master jury for the creative category, the eminent ABBY Awards that recognises and rewards excellence across advertising, marketing and media has now announced the illustrious jury chairs for the media, broadcaster, publisher, branded content & entertainment,...

MAM Marketing MAM
WATConsult & TOTAL join hands to launch Ride for Legends

Keeping true to TOTAL Hi-Perf Motorcycle Engine Oil’s brand promise of making your ride enjoyable, TOTAL with WATConsult, the digital and social media agency from Dentsu Aegis Network India, has taken a step forward to launch an initiative to salute unsung legends of the country.

MAM Media and Advertising Ad Campaigns
Bajaj Finserv new ad drives awareness around insurance

MUMBAI: Bajaj Finserv has launched a TVC campaign to drive awareness around width of products offered through its lending, life insurance and general insurance arm. The third phase of ‘Think It. Done’ campaign highlights the set of possibilities in every individual’s life thereby giving a solution...

MAM Media and Advertising Ad Campaigns
Fossil assigns media mandate to Carat

Fossil Group, a global design, marketing and distribution company that specialises in consumer lifestyle and fashion accessories, has roped in Carat as its media agency.

MAM Media and Advertising Account
Google Pay launched in US, UK; Tez gets new features

MUMBAI: Google is attempting to become a hit in the vast payment space as well. After launching Google Tez in India a while ago, it has come up with a system to rival the world – Google Pay. It comes elements of Android Pay (a Google product) and Google Wallet. The Android app is free to download...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories