Kia India partners HYBE India for 15-city global girl group auditions

NEW DELHI: Kia India has partnered with HYBE India as the exclusive automotive partner for its first large-scale global auditions aimed at discovering India’s next international girl group.

The initiative will span 15 cities, combining on-ground and digital auditions to create a global pathway for young Indian talent. The collaboration blends entertainment with brand engagement, positioning the automaker at the centre of a youth-driven cultural platform.

As part of the rollout, HYBE India will bring its globally recognised artist development model to India, building on the legacy of HYBE, known for creating acts like BTS and KATSEYE.

The partnership will come to life through HYBE India Pop-Up Parks across cities, featuring the 2026 Kia Syros as a central attraction. A key highlight is the ‘Kia Engagement Zone’, an in-car content creation setup that allows participants to record and share performance videos, turning the vehicle into a creative studio on wheels.

Kia India senior vice president marketing and sales Atul Sood said, “Kia India’s collaboration with HYBE India reflects a shared understanding of how culture, creativity and youth aspirations are evolving today.”

HYBE India head of business development Sarthak Arora said, “This collaboration enables us to build a meaningful platform that helps unlock India’s potential on a global stage.”

The on-ground activations will begin in Guwahati on 2 May, followed by Mumbai, Pune, Hyderabad, Bengaluru and New Delhi, before expanding to other cities including Chennai, Ahmedabad, Kolkata and Chandigarh. Online auditions will run from 31 March to 31 July, extending participation to Indian talent worldwide.

With this move, Kia India is stepping beyond mobility to engage with youth culture and creative ambition, aligning its brand with a generation that values global exposure, identity and self-expression.