Hyundai Onboards Pankaj Tripathi to Woo OTT-Savvy India

Hyundai India, a household name for more than two decades, has enlisted Pankaj Tripathi as the new face of its latest campaign titled “Chahe Dil Ki Suno Ya Deals Ki – Loge Toh Hyundai Hi”. This marks a significant step in the brand’s evolution, as it shifts its focus toward India’s rapidly growing OTT audience. Pankaj Tripathi’s popularity in the digital space, along with his wide appeal across various regions, makes him the perfect ambassador to target India’s diverse consumer base.

A Strategic Choice for Hyundai

Pankaj Tripathi, best known for his portrayal of Kaleen Bhaiya in the hit Amazon Prime Video series Mirzapur and as Madhav Mishra in Criminal Justice on Disney+ Hotstar, has gained immense popularity across India. His relatable on-screen characters have resonated deeply with both OTT and traditional audiences. Virat Khullar, Vertical Head of Marketing at Hyundai Motor India, shares, “When Pankaj Tripathi speaks, the nation pays attention. Campaign Strategy and Creative Execution

The new June campaign aims to attract foot traffic to Hyundai’s showrooms ahead of the festive season, with a humorous take on family decision-making when buying a car. In the ad, two families engage in a debate about Hyundai’s features and offers, all narrated through the eyes of a curious child. The playful twist brings attention to the joy of car shopping as a family affair, showcasing how the choice of car is now a collective decision, often influenced by everyone in the household.

Executed by Hyundai’s advertising agency Innocean, with media duties managed by Havas Media, the campaign uses a multi-channel strategy. It includes TV, digital platforms, OTT, CTV, radio, and print, with the largest portion of the budget allocated to digital and connected TV platforms. Hyundai aims to reach India’s increasingly fragmented media landscape and capture the attention of viewers across multiple touchpoints.

Additionally, the campaign will be localized in seven regional languages, ensuring pan-India reach. Khullar highlights that Tripathi’s popularity in non-Hindi-speaking regions further strengthens this approach, adding, “His work resonates across the country, and we are ensuring localization in every aspect of the campaign, from print and radio to digital messaging.”

Focused on Technology and Family Engagement

Hyundai’s new campaign doesn’t just focus on product features but also taps into the emotional side of family-oriented decision-making. The film showcases Hyundai’s Exter model, with a focus on June offers, but Khullar notes that Tripathi’s association will extend to other Hyundai models and festive season campaigns. The brand is not limiting itself to specific segments but choosing the right face for the right campaign, reflecting the growing trend of family participation in car purchases.

Driving Growth with Data-Driven Marketing

Hyundai’s marketing strategy also leans heavily on data-driven approaches. Khullar explains, “We use machine learning (ML) and AI in hyper-local campaigns to optimize costs and enhance content efficiency.” This strategy helps Hyundai personalize messaging, connecting seamlessly with both new and loyal customers.Shifting Consumer Preferences

Hyundai has recognized the growing consumer demand for connected car technologies, such as BlueLink, panoramic sunroofs, and automatics. Khullar states, “Consumers are now more focused on technology and safety features. The demand for connected cars is at an all-time high.” Hyundai is committed to addressing these evolving preferences, staying ahead of the curve with product innovation and personalized marketing strategies.