Hyundai Motor India launches ‘Dil mein Bas Jaye Exter’ campaign | Autocar Professional


Hyundai Motor India Ltd. (HMIL) has unveiled its latest multichannel media campaign for the Hyundai Exter SUV, titled ‘Dil mein Bas Jaye Exter’.

This campaign aims to enhance brand recall and generate excitement around the Exter, while highlighting its key safety, convenience, and comfort features such as six airbags, paddle shifters, sunroof, cruise control, and hill assist control.

Virat Khullar, AVP & Vertical Head, Marketing, Hyundai Motor India Limited, emphasised the company’s commitment to creativity and innovation in marketing. He stated that the campaign effectively communicates the unique value proposition of the Hyundai Exter while establishing an enhanced regional connect through various languages.

In addition to TVCs, the campaign includes social media-specific content tailored to engage the Gen Z demographic and maximise digital resonance. The campaign will be promoted across TV, digital, radio, and social media channels, targeting in-market auto enthusiasts, news viewers, families, sports enthusiasts, and travel enthusiasts.

Since its launch in 2023, the Hyundai Exter has received phenomenal customer response and critical acclaim, with over 100,000 bookings and a remarkable 34% segment share. The higher trims of the Exter, featuring enhanced convenience features, have contributed to over 70% of its sales, the company shared.

With numerous first-in-segment and best-in-segment features, the Hyundai Exter continues to elevate the aspirations of Indian customers, with over 38% of buyers being first-time car buyers. The ‘Dil mein Bas Jaye Exter’ campaign underscores Hyundai’s commitment to delivering innovative, customer-centric marketing initiatives.

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