Hyundai EXTER rolls out ‘Drive to Shine’ campaign to deepen emotional connect with new-age India

Hyundai Motor India Limited (HMIL) has unveiled a high-impact, pan-India media campaign for the new Hyundai EXTER, as it looks to strengthen the compact SUV’s positioning in the market.

Built around the tagline “Drive to Shine,” the campaign captures everyday “golden moments” that define life across generations. The TVC uses visually rich storytelling and an emotionally engaging narrative to showcase how the EXTER integrates seamlessly into the lives of young achievers, modern families and aspirational individuals.

The film highlights the SUV’s bold and youthful persona while underlining its relevance across age groups, positioning it as a contemporary offering tailored for evolving Indian consumers.

Commenting on the launch, Virat Khullar, Head of Marketing at HMIL, said the EXTER reflects the spirit of a confident and aspirational India. “Through this campaign, we are celebrating everyday moments that bring generations together and reflect the pride people take in their journeys. Our objective is to build a strong emotional connect while reinforcing the EXTER as a bold, youthful and contemporary compact SUV,” he added.

The campaign will be rolled out across multiple platforms including television, digital, connected TV (CTV), radio and performance media. It aims to combine national scale with regional depth, with strong visibility across Hindi and regional general entertainment channels, movie and news platforms, and strategic placements during the ongoing election season.

On the digital front, Hyundai is leveraging high-impact roadblocks across social and news platforms, tapping into IPL-led engagement through collaborations with leading cricketers’ channels, and driving traction via short-form content formats. The campaign is further amplified through OTT and CTV ecosystems, supported by audience retargeting strategies.

To drive consideration among potential buyers, HMIL is also deploying programmatic, search and demand generation campaigns aimed at high-intent auto consumers, with personalised messaging across regional markets.

With this integrated campaign, Hyundai aims to strengthen its emotional resonance with consumers while establishing the EXTER as a lifestyle-driven compact SUV designed for every phase of life.