Ad Campaigns
Hyundai Motor India unveils Dil mein Bas Jaye EXTER campaign
Mumbai: Hyundai Motor India Ltd. (HMIL), renowned for its innovative marketing strategies and customer-centric approach, proudly launches its latest multi-channel media campaign for Hyundai EXTER, ‘Dil mein Bas Jaye EXTER’. The campaign, featuring a series of six quirky films, aims to significantly enhance brand recall and generate buzz surrounding the EXTER while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40 safety features, Paddle Shifters, Sunroof, Cruise Control, Hill Assist Control, and more. The TVCs incorporate carefully curated regional nuances to resonate deeply with diverse audiences, ensuring a powerful and lasting impact transcending cultural boundaries.
These films are characterised by their unique and humorous storyline, with a common central character ‘Surya’, who embodies the spirit and features of EXTER in a convincing yet entertaining manner. This highly memorable approach to advertisement-making sets the campaign apart, ensuring a lasting impression on viewers.
Sharing his insights about the campaign, Hyundai Motor India Ltd AVP & vertical head of marketing Virat Khullar said, “The ‘Dil mein Bas Jaye EXTER’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about EXTER, these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai EXTER.
He added, “Besides the TVCs, we’ve developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the ‘Dil me bass jaye EXTER’ positioning digitally, maximising engagement and resonance, particularly among the Gen Z demographic. By extending the campaign’s reach to social platforms, we anticipate heightened participation and advocacy for Hyundai EXTER.”
The multifaceted campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. Targeted toward driving higher website visits and video views, the campaign will utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sports enthusiasts, and travel affinity audiences.
Since its launch in 2023, Hyundai EXTER has garnered phenomenal customer response and critical acclaim. Boasting over 100,000 bookings and capturing a remarkable 34 per cent segment share, EXTER has firmly established itself as a top choice in its category. Notably, the higher trims featuring enhanced convenience features, including a sunroof and Hyundai Bluelink Connected Car technology, have contributed to over 70 per cent of EXTER sales.
With 20 first-in-segment features and 9 best-in-segment features, Hyundai EXTER continues to elevate the aspirations of Indian customers. Over 38 per cent of EXTER buyers are first-time car buyers, with an average age ranging from 18 to 29 years. Furthermore, nearly 30 per cent of customers are influenced by pure word-of-mouth marketing, underscoring the high levels of customer satisfaction associated with the EXTER.
The ‘Dil mein Bus Jaye EXTER’ campaign represents Hyundai’s unwavering commitment to delivering innovative, customer-centric marketing initiatives.
Hyundai EXTER enthusiasts and prospective buyers can explore more about the campaign and the SUV’s features by visiting the official Hyundai website and social media channels.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
