MAM
Hyundai creates India’s largest outdoor Lego installation for EXTER
Mumbai: Hyundai Motor India Ltd, India’s first smart mobility solutions provider and the largest exporter since its inception, unveils the country’s Largest Outdoor Installation made of LEGO bricks to showcase the dynamic Hyundai EXTER. This first-of-its-kind outdoor Installation is crafted for customers to reimagine and experience the Hyundai EXTER at Cyberhub, Gurugram. The month-long display is poised to captivate and engage audiences as it redefines Installation Marketing in the automobile industry. The extraordinary display intends to showcase Hyundai EXTER in a fascinating and engaging way and also provide a distinctive positioning to the brand’s “Think outdoor. Think EXTER” communication.
Hyundai Motor India Ltd’s vertical head, marketing Virat Khullar said, “At Hyundai, we are always in pursuit of new and innovative means that engage and excite our consumers. We are immensely excited to unveil this innovative outdoor LEGO Bricks Installation purely made of 3,02,406 LEGO Bricks by talented LEGO Artists and AFOLs (Adult Fans of LEGO). This installation takes centre stage in our Hyundai EXTER Launch Campaign, redefining outdoor marketing and brand connection.
Outdoor Installation Marketing has always been a key pillar to entice and connect with our consumers, effectively conveying the very soul of our brand. An example of this creative endeavour is our Outdoor LEGO Bricks Installation for Hyundai EXTER. With this new initiative, we are simply disrupting the take on outdoor installation, emphasizing “Think Outside. Think EXTER”
This Hyundai EXTER LEGO Bricks Outdoor Installation is completed in a small span of 4 Days, winning the Asia Book of Records and India Book of Records for the title of ‘Largest Hoarding made using LEGO Bricks’. A staggering 302,406 LEGO bricks have been expertly orchestrated to form this masterpiece, a testament to the passion and talent of 28 skilled LEGO Artists who have dedicated over 1200 Hours of creation. Adult Fans of LEGO (AFOLs), who are masterful LEGO Artists, have brought this vision to life, ushering in a new era of outdoor Installation. This endeavour is not only a testament to Hyundai’s commitment to pushing boundaries but also a record-breaking feat. The activation is on display from 19 August to 17 September 2023, at Cyberhub, Gurugram.
Hyundai EXTER stands as a symbol of modernity and exploration, designed to captivate the free spirit of India’s Gen MZ customers. “Think outside. Think EXTER”, the key brand communication, encapsulates the essence of wanderlust and exploration that drives this entry SUV. With striking design embodying a ‘Sensuous Sportiness’ identity, advanced technology, and segment-leading safety and comfort features, EXTER redefines benchmarks in its segment.
MAM
Paramount set to acquire Warner Bros. Discovery in $81 billion deal
Shareholders back merger, combined entity could reshape streaming and studios.
MUMBAI: Lights, camera… consolidation, Hollywood’s latest blockbuster might be happening off-screen. Shareholders of Warner Bros. Discovery have voted in favour of selling the company to Paramount in a deal valued at $81 billion rising to nearly $111 billion including debt setting the stage for one of the biggest shake-ups in modern media. The proposed merger, still subject to regulatory approvals, would bring together a vast portfolio spanning HBO Max, CNN, and franchises such as Harry Potter under the same umbrella as Paramount’s own heavyweights, including Top Gun and CBS.
At the heart of the deal is streaming scale. Executives have indicated plans to combine HBO Max and Paramount+ into a single platform, potentially creating a stronger challenger to giants like Netflix and Amazon’s Prime Video. Current market data suggests HBO Max holds around 12 per cent of US on-demand subscriptions, compared to Paramount+’s 3 per cent, together still trailing Netflix’s 19 per cent and Disney’s combined 27 per cent via Disney+ and Hulu.
Paramount CEO David Ellison has signalled that while platforms may merge, HBO’s creative identity will remain intact, stating the brand should “stay HBO” even within a broader ecosystem.
Beyond streaming, the deal would redraw the map for film production. Combining two of Hollywood’s oldest studios Paramount Pictures and Warner Bros., the new entity aims to scale output to over 30 films annually, while maintaining a 45-day theatrical window. Warner Bros. currently commands around 21 per cent of the US box office, compared to Paramount’s 6 per cent, underscoring the strategic weight of the acquisition.
But scale comes with scrutiny. Critics warn that fewer players could mean reduced consumer choice, rising subscription costs, and potential job cuts as the combined company looks to streamline overlapping operations while managing billions in debt.
The news business, too, faces a reset. CNN would join forces at least structurally with Paramount-owned CBS, raising questions about editorial independence and positioning. The merger has already drawn political attention in the United States, particularly given perceived ties between the Ellison family and Donald Trump, though the company maintains that newsroom autonomy will be preserved.
If approved, the deal would mark another milestone in Hollywood’s consolidation wave shrinking the industry’s traditional “big six” studios to a “big four”, with Paramount joining Disney, Universal, and Sony at the top table.
In an industry built on storytelling, this merger may well become its most consequential plot twist yet.
