Brands
Hyundai revs up ICC T20 buzz with Deewane Humsafar campaign
GURUGRAM: As the countdown to the ICC Men’s T20 World Cup 2026 gathers pace, Hyundai Motor India Limited has shifted into top gear. Under its multi year Premier Partnership with the ICC, the carmaker has rolled out a nationwide brand campaign titled Deewane India ka Deewana Humsafar, a celebration of cricket, cars and the curious ways Indians lose their minds when the bat meets the ball.
Fronted by Shah Rukh Khan, Hyundai’s long time brand ambassador, the campaign sets out to tap into a simple truth. In India, cricket is not just watched. It is lived, debated, argued over and occasionally worshipped. Hyundai wants to be there for all of it.
At the heart of the campaign is a brand film directed by filmmaker Vasan Bala, known for his offbeat storytelling and sharp visual style. The film leans into 1990s nostalgia, reimagining the iconic song Yeh Dil Deewana from Shah Rukh Khan’s cult classic Pardes. The result is a playful blend of old school romance and modern fandom, where time pauses during a match and the entire country seems to hold its breath together.
According to Hyundai Motor India Limited managing director and chief executive officer Tarun Garg, “cricket mirrors the values the brand believes in. Continuity, belief and aspiration.” He said the campaign reflects how cricket is woven into everyday life, far beyond stadiums and scorecards, much like Hyundai’s three decade journey in India shaped by trust, innovation and an emotional bond with consumers.
The film positions Hyundai as more than a mobility brand. It casts the company as a fellow traveller in the emotional journeys that cricket fans take, from nail biting finishes to unforgettable victories. In Hyundai’s telling, the same energy that fuels Indian cricket fandom also drives the brand forward.
The campaign is designed as a full throttle 360 degree effort, running across television, digital and radio. Hyundai is also the co-powered presenter of the ICC Men’s T20 World Cup 2026 on JioHotstar connected TV, using the platform to reach a premium, digitally savvy audience with immersive storytelling during the tournament.
Beyond the screen, Hyundai has launched a nationwide user generated content contest titled Cricket ka Sabse Bada Deewana. Running from 2 to 21 February 2026, the contest invites fans to post photos or videos showcasing their love for cricket on Instagram, tagging Hyundai India and using the campaign hashtag. Winners stand a chance to win an all expense paid trip to watch an ICC Men’s T20 World Cup match, terms and conditions apply.
To bring fans closer to the action, Hyundai recently organised Hyundai Trophy Connect, displaying the ICC Men’s T20 World Cup 2026 trophy in Mumbai, Bengaluru and Gurugram. Visitors could see the trophy up close, pose for photographs and test their passion on a quirky Deewangi Meter. Cricket themed photo zones, a stadium style set up and a virtual reality cricket game added to the buzz.
The excitement also extends to Hyundai showrooms across the country. Cricket themed dealerships, fan engagement zones and special test drive campaigns are giving customers a taste of T20 fever alongside Hyundai’s product line up. Selected participants can even win match tickets as part of the test drive programme, subject to terms and conditions.
Inside the stadiums, fans can expect the brand presence to continue. Hyundai plans immersive in stadium activations, product displays and interactive experiences designed to turn match days into all round celebrations of sport, innovation and shared emotion.
With Deewane India ka Deewana Humsafar, Hyundai is betting that even those who claim not to follow cricket might still enjoy the ride. After all, in India, cricket has a way of finding everyone eventually.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
