Hyundai Exter is set to take centre stage with a new pan-India media campaign titled ‘Drive to Shine’, as Hyundai Motor India looks to strengthen the market presence of its compact SUV.
Building on the strong response to the recently launched new Hyundai Exter, the company has unveiled a high-impact nationwide campaign aimed at reinforcing the brand’s appeal across generations. The ‘Drive to Shine’ campaign celebrates meaningful milestones and everyday achievements, positioning the Exter as a companion for memorable journeys and golden moments in customers’ lives.
Through this initiative, Hyundai aims to further enhance brand visibility and deepen emotional connect with customers, while showcasing the Exter’s youthful design, modern features and urban-friendly versatility.
Anchored by the inspiring product tagline “Drive to Shine”, the new TVC brings alive the spirit of the new Hyundai EXTER by celebrating the many golden moments that define everyday life, across generations. Through visually rich storytelling and an emotionally engaging narrative, the TVC highlights how the new Hyundai EXTER seamlessly fits into the lives of young achievers, modern families and spirited individuals, reflecting their aspirations and confidence. The film reinforces the new Hyundai EXTER’s bold and youthful personality while showcasing its relevance across age groups, underlining its appeal as a contemporary SUV for today’s India.
Commenting on the launch of the campaign, Mr. Virat Khullar, Head, Marketing, Hyundai Motor India Limited 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. Backed by a high-impact, multi-platform media strategy, our objective is to build a strong emotional connect while establishing the new Hyundai EXTER as a bold, youthful and contemporary compact SUV that empowers customers to shine in every phase of life.”
The multi‑platform campaign spans across Television, Digital, CTV, Radio and Performance media, combining national scale with deep regional relevance. The new Hyundai EXTER secures prominent visibility across leading Hindi and regional GECs, movie and news channels, including strategic placements during the election season, alongside a strong DTH presence.
Digitally, the campaign creates standout moments with high‑impact roadblocks across social and news environments, capturing IPL buzz by leveraging leading cricketers’ channels and driving strong engagement through trending short‑form formats. Reach is further amplified via OTT streaming and CTV destinations, reinforced by audience retargeting. Strengthening consideration, the campaign also activates programmatic, search and Demand Gen campaigns to reach in‑market auto intenders, high‑intent audiences and regional markets through personalized messaging at scale.
With this new campaign, HMIL aims to strengthen the emotional connect with consumers and firmly establish the new Hyundai EXTER as a compact SUV that not only complements lifestyles but also empowers customers to shine in every phase of life.
