MAM
Havas Media India and Innocean give Hyundai BAYON a talking newspaper ad
A four-page media innovation in Hindustan Times turns print into an audio-led experience, bringing the “Intelligence That Moves” proposition to life
NEW DELHI: The newspaper that talks back. Havas Media India, the media agency of Havas Media Network India, has teamed up with Innocean on an innovative media execution for Hyundai BAYON that connects the physical newspaper with an audio experience. The announcement was made in New Delhi on 30 October 2026.
The campaign reimagines traditional print advertising. Under the proposition “Intelligence That Moves”, it uses an innovative format to showcase the vehicle’s technology and features. It runs across Delhi and Mumbai as a four-page advertising innovation in Hindustan Times, and brings the idea of “Intelligence ON” to life. Print storytelling meets audio engagement, giving readers a distinctive way to discover Hyundai BAYON and its key product features.
Four product pillars anchor the idea: AI and connectivity, safety, performance and comfort. The AI and connectivity pillar covers Hyundai’s in-built generative AI voice assistant and connected technology. Safety combines structural engineering, advanced safety features and intelligent driver assistance. Performance draws on technologies such as Dash Boost Mode and Sports Drive Tech. Comfort rests on intelligent space utilisation, premium interiors and features designed around occupant comfort.
By bringing these elements together in a single media execution, Havas Media India and Innocean show how established advertising formats can be reimagined to create new ways for brands to present their products. The campaign places media innovation at the centre of Hyundai BAYON’s launch communication, pairing a prominent print presence with an audio-led format.
Virat Khullar, head, marketing, Hyundai Motor India Limited, said: “At Hyundai, we believe that meaningful brand experiences are created when innovation meets creativity and a deep understanding of consumers. The innovative media execution for the Hyundai BAYON in Hindustan Times reflects our commitment to reimagining how we engage with audiences and bring our products closer to them. By going beyond conventional advertising formats, we aim to create distinctive brand experiences that capture attention, spark conversations and strengthen the connection with our customers.”
Uday Mohan, chief operating officer, Havas Media India and Arena Media, said: “Media innovation is about challenging established formats and finding new ways for brands to connect with audiences. With Hyundai BAYON, we have brought print and audio together to create a distinctive campaign that puts the product experience at the heart of the idea. It demonstrates how creative media thinking can open up new possibilities for brand storytelling and push the boundaries of conventional advertising.”
The logic is worth spelling out. A newspaper is one of the oldest ad formats in the business, and a car with a talking AI assistant is one of the newest products. Putting sound into print lets the format demonstrate the product’s intelligence rather than merely describe it, which is the point of “Intelligence ON”. The campaign underscores what media innovation can do when creative thinking, product storytelling and the unconventional use of established formats come together. For Hyundai BAYON, it offers a distinctive platform to showcase its intelligent features, and it shows how print can be adapted to deliver a more interactive advertising experience.
