Hyundai Motor India Limited has launched a new pan-India media campaign for the Hyundai EXTER, marking a key step in strengthening the model’s positioning within the competitive compact SUV segment.
Built around the tagline ‘Drive to Shine’, the campaign centres on a television commercial that uses emotionally driven storytelling to capture ‘golden moments’ across generations. The narrative positions the EXTER as an enabler of everyday milestones, highlighting its relevance across diverse consumer groups, including young achievers, modern families and individuals seeking aspirational mobility.
The campaign adopts a lifestyle-led approach, moving beyond product features to focus on emotional resonance. Through visually rich storytelling, the film reinforces the EXTER’s bold and youthful identity, while aligning it with themes of confidence, aspiration and personal journeys. This positioning is designed to broaden the vehicle’s appeal and establish it as a contemporary choice for evolving Indian consumers.
Virat Khullar, head, marketing, Hyundai Motor India Limited, said, “The new Hyundai EXTER represents the spirit of a new India- confident, aspirational and unafraid to carve its own path. Through the new campaign, we are celebrating everyday golden moments that bring generations together and reflect the pride people take in their journeys. Backed by a high-impact, multi-platform media strategy, our objective is to build a strong emotional connect while establishing the new Hyundai EXTER as a bold, youthful and contemporary compact SUV that empowers customers to shine in every phase of life.”
The campaign is designed for scale and frequency, spanning television, digital, connected TV, radio and performance channels. The TV rollout includes placements across Hindi and regional general entertainment channels, as well as movie and news networks, ensuring broad demographic reach. Strategic placements during the election season and a strong DTH presence further enhance visibility.
Digitally, the campaign leverages high-impact formats such as roadblocks across social and news platforms, aiming to capture attention at scale. It also taps into the popularity of the Indian Premier League by integrating with leading cricketers’ channels, aligning the brand with high-engagement content environments. Short-form video formats play a key role in driving interaction and shareability among younger audiences.
The campaign’s reach is extended through OTT and CTV platforms, supported by retargeting strategies to reinforce recall. In the consideration phase, Hyundai has deployed programmatic, search and demand generation campaigns to target in-market auto intenders and high-intent audiences. Personalised messaging across regional markets further strengthens relevance and engagement.
By combining emotional storytelling with a comprehensive media mix, Hyundai aims to create a sustained brand presence while driving both awareness and consideration. The campaign reflects a broader shift in automotive marketing towards integrated, audience-first communication strategies that blend storytelling with performance-driven media.
Through ‘Drive to Shine’, Hyundai Motor India Limited seeks to position the EXTER not just as a vehicle, but as a companion in consumers’ everyday journeys, reinforcing its appeal as a compact SUV that aligns with modern lifestyles and aspirations.
