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Hyundai EXTER rolls out Drive to Shine campaign across India
TVC celebrates everyday milestones, targeting youth and families nationwide
GURUGRAM: Hyundai Motor India Limited has unveiled a nationwide media campaign for its compact SUV, the Hyundai EXTER, as it looks to deepen its connect with Indian consumers.
Built around the tagline Drive to Shine, the new television commercial leans into the idea of celebrating everyday “golden moments” across generations. The film uses a warm, visual narrative to show how the EXTER fits seamlessly into the lives of young professionals, families and individuals, positioning it as both aspirational and accessible.
The campaign underscores the car’s youthful and contemporary identity while broadening its appeal beyond a single demographic. By blending emotion with relatability, Hyundai is aiming to make the EXTER feel less like a product and more like a companion in life’s milestones.
Commenting on the campaign, Hyundai Motor India Limited head of marketing Virat Khullar said, “The new Hyundai EXTER represents the spirit of a new India, confident, aspirational and unafraid to carve its own path. Through the new campaign, we are celebrating everyday golden moments that bring generations together and reflect the pride people take in their journeys.”
The media rollout is extensive, spanning television, digital, connected TV, radio and performance platforms. On television, the campaign will secure high visibility across Hindi and regional general entertainment, movie and news channels, with added focus during the ongoing election season.
Digital is where Hyundai is stepping on the accelerator. The campaign taps into the buzz around the Indian Premier League, leveraging cricketers’ channels and short-form content to drive engagement. OTT platforms and connected TV further extend reach, supported by audience retargeting and programmatic campaigns aimed at high-intent car buyers.
With this multi-layered push, Hyundai is not just advertising a car but building a narrative around aspiration and everyday pride. The EXTER, it seems, is being positioned as more than mobility, it is a statement of how India wants to move forward.
Brands
YES Bank appoints S Anantharaman as chief risk officer
Former Jio Financial Services group chief risk officer takes charge of enterprise-wide risk at the embattled private lender
MUMBAI: YES Bank is not taking chances with risk anymore. The private lender has appointed S Anantharaman as its chief risk officer, a hire that signals the bank’s continued effort to rebuild credibility and tighten the controls that once famously slipped.
Anantharaman arrives from Jio Financial Services, where he served as group chief risk officer and built a risk management architecture spanning lending, payments, insurance broking and asset management from the ground up. Before that, he held the chief risk officer role at Bank of Baroda and senior leadership positions at HDFC Bank and L&T Finance Holdings. Three decades in banking and financial services, in other words, with scars and qualifications to match. He is a chartered accountant and a CFA charterholder.
At YES Bank, his brief is considerable. Anantharaman will oversee the bank’s entire enterprise-wide risk framework, covering credit policy, market risk, operational risk, information security, data governance, analytics, model governance and data privacy. It is, in short, every lever that matters when a bank is trying to prove it has grown up.
YES Bank’s turbulent past needs little rehearsing. What it needs now is exactly what Anantharaman has spent thirty years building: the kind of risk culture that stops problems before they become headlines. The appointment suggests the bank knows it.
