ITV News
Paytm takes finance talk to streets for Gudi Padwa
Autorickshaw campaign in Maharashtra sparks open money conversations.
MUMBAI: Paytm just turned an autorickshaw into a rolling money therapist because this Gudi Padwa, the best financial advice didn’t come from a bank, it came from the back seat. Paytm rolled out a unique Gudi Padwa initiative across Maharashtra, transforming everyday streets in Mumbai, Pune and Ahilyanagar into open-air spaces for honest conversations about personal finance, money habits and life aspirations. A custom-designed Gudi Padwa-themed autorickshaw invited commuters to step in, chat freely and reflect on financial goals in a light, non-judgmental setting breaking the cultural taboo around discussing money openly.
Participants across age groups shared personal stories: first-time earners building saving habits, families setting new intentions for the year, gig workers managing cash flow and professionals rethinking long-term plans. The campaign gently highlighted how money quietly shapes daily life and future dreams, encouraging reflection without pressure.
To extend the festive spirit, Paytm gifted participants a specially designed ‘Gudi Bag’ inspired by Ugadi traditions. Each bag included a Paytm QR code, blending cultural symbolism with digital convenience and showing how mobile payments have become part of everyday celebrations.
The on-ground experience aimed to foster greater openness and confidence around money matters, positioning Paytm not just as a payments enabler but as a brand that supports informed financial behaviour and positive change.
In a country where money talk is often whispered, Paytm drove it into the open proving that sometimes the richest conversations start with nothing more than a ride, a chat and a shared Gudi.
ITV News
Hyundai delivers massive campaign for ICC Men’s T20 World Cup 2026
Innocean India drives 253 million reach and over 856 million engagements for the brand.
MUMBAI: Hyundai has played a perfect innings during the ICC Men’s T20 World Cup 2026 scoring big both on and off the field. Innocean India, Hyundai Motor Company’s master agency for its global ICC partnership, executed a high-impact integrated campaign that reached 253 million unique users across social media platforms and generated over 856 million engagements.
Anchored in the powerful platform ‘Deewane India ka Deewana Humsafar’, the campaign celebrated the passionate connection between cricket fans, the tournament, and Hyundai under the theme of ‘Deewanapan’. It successfully translated the global partnership into a deeply local and immersive experience through broadcast, stadium presence, on-ground activations, and digital engagement.
Hyundai maintained a dominant on-ground presence with integrations during coin tosses, team dugouts, team buses, and in-stadium car displays. High-frequency visibility was achieved through stumps, pitch mats, LED perimeter boards, replay screens, and sight screens.
Beyond visibility, the campaign created real access and participation. Key experiences included Trophy Walkouts, mid-innings pitch inspections, “Beyond the Boundary” hospitality, and an exclusive net session with ICC legend Robin Uthappa. The nationwide Hyundai Trophy Connect initiative took the trophy across cities for fan engagements, while a performance-driven test drive programme generated over 16,500 test drives and 61,000 enquiries. The “Sabse Bada Deewana” contest gave lucky fans once-in-a-lifetime access to the final.
The campaign delivered strong measurable impact: 132 million TV reach, 800 million CTV impressions, and 845 million+ digital views.
Hyundai Motor India Ltd., head of marketing Virat Khullar said, “Cricket has unmatched emotional resonance in India. We focused on going beyond visibility to create meaningful moments of participation and access for fans.”
Innocean India, Jaeho Yoo, CEO & MD of added: “By integrating presence, participation, and real-time engagement, we created a cohesive narrative that became part of how fans experienced the tournament.”
Executed through Innocean India’s Unified Marketing OS, the campaign seamlessly blended strategy, creative, digital, content, and on-ground experiences into one powerful ecosystem.
When cricket fever sweeps the nation, Hyundai didn’t just sponsor the World Cup, it became a passionate Deewana alongside millions of fans, delivering both scale and memorable brand moments. A masterclass in turning a global partnership into a truly Indian celebration.
