MAM
Hyundai Motor India introduces Hyundai Soirée
Mumbai: Hyundai Motor India Ltd (HMIL) proudly announces the launch of Hyundai Soirée, an exclusive customer engagement initiative tailored especially for customers of the all-electric Hyundai IONIQ 5. Crafted to celebrate the remarkable success of Hyundai’s flagship EV model – IONIQ 5, the plush event aimed to foster a community of like-minded individuals who are united by a shared passion for innovation, style, and excellence.
Hyundai Soirée sat to immerse customers in a meticulously fashioned engagement experience to cater to the sophisticated IONIQ 5 clientele. The premiered event of Hyundai Soirée at Mumbai on 10 May 2024 entailed a gala evening featuring an exclusively curated dinner by renowned Indian chef Vicky Ratnani, captivating engagement activities, and a meet and greet with celebrated fashion designers Falguni and Shane Peacock and Hyundai senior management.
To further elevate the experience, HMIL will host four more Hyundai Soirée events across key cities, including Delhi, Bangalore, Hyderabad, and Chennai, throughout the year. These events aim not only to serve its premium IONIQ 5 customers better but also exemplify the company’s dedication to spreading joy and happiness amongst its customers across India.
Expressing his enthusiasm, Hyundai Motor India Ltd AVP & vertical head Virat Khullar said, “Hyundai Soirée embodies a blend of elegance and indulgence, crafting unforgettable experiences to our valued IONIQ 5 customers. It reflects our dedication to fostering a community of individuals who share a vision of sophistication and aspiration, leading the charge towards a sustainable future. Through Hyundai Soirée, we endeavour to connect deeply with our customers, enriching their ownership journey. At the event, participants delved into the essence of IONIQ 5, exploring its cutting-edge features and technology. They shared insights on its remarkable range, alleviating any concerns about range anxiety. Additionally, we showcased the new IONIQ 5 at the event and it received overwhelming praise. These invaluable insights guide us in refining our offerings, ensuring an unparalleled experience for our sophisticated IONIQ 5 customers.”
Expressing their enthusiasm on attending the premier event, celebrated designers Falguni and Shane Peacock, said, “It was a pleasure to be a part of the premier event of Hyundai Soirée. We had a great time interacting with IONIQ 5 customers and exploring the all-electric SUV, the Hyundai IONIQ 5. Our association with Hyundai is special as we share a common vision towards sustainable tomorrow and we look forward to having a long-term partnership with the brand through our fashion and integrations alike.”
Hyundai Soirée is deeply rooted in Hyundai’s global vision of ‘Progress for Humanity,’ which propels HMIL to constantly push boundaries and explore new territories in pursuit of delivering exceptional driving mobility experiences. With over 27 years of operations in India, HMIL has continuously redefined mobility, enriching the lives of customers through its products, services, and solutions driven by cutting-edge technology.
Since its launch in India in January 2023, the Hyundai IONIQ 5 has captivated the market with its technological marvels, redefining the electric vehicle industry. Boasting unparalleled design, technology, performance, and features, the IONIQ 5 has garnered overwhelming praise from both customers and critics alike, with over 1500 units sold in India to date.
Staying true to its commitment to enhancing customer experiences, HMIL is dedicated to developing a holistic EV ecosystem in India. As the sole OEM with the largest ultra-fast EV charging network in India, HMI is committed to expanding the EV charging infrastructure to 485 stations by 2030. Additionally, the company has announced its plans to introduce five new EVs by 2030, with the launch of its first mass EV in 2025.
Hyundai Soirée represents a significant milestone in its journey towards redefining customer engagement and satisfaction. As the Company continues to innovate and evolve, HMIL remains dedicated to delivering unparalleled experiences that exceed expectations and enrich the lives of its valued customers.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
