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Hyundai Motor rolls out new global brand campaign
MUMBAI: Automobile major Hyundai Motor Company has launched a new global brand campaign called ‘Live Brilliant‘.
Through the campaign, the company aims to reinforce its brand management activities and fulfil its vision to become the most beloved automotive company in the world, rather than the largest.
Last year, Hyundai started focusing on enhancing awareness of its new brand direction ‘Modern Premium‘ and its accompanying slogan, ‘New Thinking. New Possibilities‘. The company‘s aim now is to illustrate how ‘Modern Premium‘ is expressed and delivered in customers‘ everyday lives.
Hyundai‘s previous campaigns were executed regionally but this is the first time that a worldwide brand campaign is being launched with one single communication applied to all major markets to build up a consistent image as a global brand.
The new campaign is expected to help global customers have a unified image of Hyundai and get a better understanding of the company‘s ‘Modern Premium‘ values which aim to provide more customers with new experiences and values beyond their expectations, in Hyundai‘s innovative ways, the company said.
It also said that the new campaign was finalised after customers‘ characteristic and lifestyle analysis to determine what they wanted and expected from an automobile.
In the campaign, the concept is expressed by not only showing Hyundai‘s “excellence to make customers‘ lives brighter”, but also depicting shiny visuals through sunshine or moonlight, the company said.
The company will be releasing four short film-style advertisements whose themes are self, love, friendship and family.
Director Juergen Bollmeyer has directed the films. Departures,‘ a song from the original soundtrack of the movie Like Crazy is used as the background music for the films.
The ‘Live Brilliant‘ campaign begins this month starting with global pan media. It will gradually launch in all markets and will be carried out on television, printed media and digital media.
Additionally, Hyundai has launched innovative marketing activities including the ‘Mega Orgel‘ corporate ad.
MAM
Ajio launches Dhurandhar merchandise collection with Jio Studios
Limited edition range inspired by the film starts at Rs 349 on Ajio.
MUMBAI: When cinema meets the wardrobe, fandom doesn’t just stay on the screen, it walks out onto the street. Ajio, India’s fashion e-commerce platform, has launched an exclusive merchandise collection inspired by the spy-action film Dhurandhar, extending the film’s bold on-screen personality into everyday fashion.
The limited-edition range has been created in collaboration with Jio Studios and features graphic driven apparel and statement silhouettes that draw directly from the film’s high-energy aesthetic and characters.
Designed to appeal to both movie fans and style conscious shoppers, the collection translates the cinematic swagger of Dhurandhar into wearable fashion pieces starting at Rs 349.
The collection includes graphic T-shirts featuring iconic movie quotes, signature tees inspired by actor Ranveer Singh and limited-edition signed Pathani outfits that echo the larger-than-life style associated with the film’s characters.
Also part of the line-up is a collection inspired by Sara Arjun, translating her on-screen styling into contemporary silhouettes designed to appeal to younger audiences and fashion forward fans.
With bold typography, statement graphics and confident tailoring, the range blends cinematic storytelling with streetwear aesthetics, turning the film’s cultural energy into a fashion statement.
The collaboration reflects Ajio’s growing strategy of using fashion collaborations to tap into pop culture moments and entertainment properties.
By bringing elements of popular films into apparel, the platform allows audiences to move beyond simply watching a film and instead wear their fandom, making cinema part of everyday style.
Produced by Jio Studios and B62 Studios, Dhurandhar has emerged as one of the most talked-about action thrillers in recent times, known for its high-octane storytelling and larger-than-life characters.
The film, written and directed by Aditya Dhar, is also set to expand into a franchise, with the sequel “Dhurandhar: The Revenge” scheduled to release in theatres worldwide on March 19, 2026.
By launching the merchandise collection ahead of the sequel, Ajio and the film’s producers are extending the film’s universe into fashion, giving fans another way to connect with the story and its characters.
The Dhurandhar merchandise collection is now available exclusively on Ajio, bringing cinematic attitude, bold graphics and spy-thriller swagger straight into the wardrobes of fans.
