Brands
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.
