Kia Canada is looking to appeal to multicultural audiences by showing how their modern technology can mesh well with traditional values.

In a new campaign called “Modern Times,” the automaker is speaking directly to South Asian and Chinese families. Developed with multicultural agency Stradigi Marketing, the effort is intended to help Kia win with some of the fastest growing demographics in the country.

“There are more than two million South Asian people in Canada and almost 1.9 million Chinese people,” explains Andrew Srinarayan, founder and CMO of Stradigi. “Over 100,000 South Asians, mainly from the Indian subcontinent, come to Canada every year – comprised of immigrants, people on temporary work permits and international students. And it’s similar with the Chinese population as well.”

“These demographics are growing and, for a brand, it’s very important to talk to them in a way that is relevant to their culture,” he adds.

Enter “Modern Times,” which is anchored by a spot that tells a story familiar to these audiences. In the spot, a father pours himself a traditional cup of chai (for South Asian viewers) or green tea (for Chinese audiences), before passing through his house to be confronted with signs of “modern times” – his wife is trying a chilled coffee drink, his daughter is working on a TikTok video, and his son enters their home with a modern hairstyle. The father seems proud to cling to his traditions, even as he sips his tea in a modern Kia Niro EV.

The goal, according to Srinarayan, was to put Kia ahead of the curve in marketing its electric vehicles to these audiences, while also leveraging its brand equity with audiences – particularly South Asians – who regard Kia as something of a premium brand.

“There’s no other brand talking to multicultural audiences about their EV vehicles, so Kia wanted to lead on that outreach, because EV is the future,” he explains.

“We wanted to connect with South Asian and Chinese consumers in Canada. Getting them to adopt the EVs and buy into the lifestyle was key for us,” adds Michael Kopke, director of marketing for Kia Canada. “We love the cultural insights that are on point for both of these largest groups of Canadian immigrants, and think it ties in well with the Niro EV.”

Kia has been enjoying strong sales in Canada, recording its strongest Q1 in company history this year, and Srinarayan says that deliberate marketing toward multicultural audiences that are significantly growing is one big way the automaker intends to continue to drive its strong sales figures.

The spot is airing in 30- and 15-second cuts across ethnic TV channels specific to the target audiences, as well as in other media familiar to them. For the South Asian arm of the campaign, the focus is on channels that air cricket and Bollywood films that are popular among the demographic, as well as in media such as the Times of India. For the Chinese audience, a similar TV buy is accompanied by placement on social media app WeChat and in media commonly read by Chinese Canadians, such as 51.ca and Sing Tao.