Hyundai Motor India's ‘Dil Mein Bas Jaye Exter’ Campaign Highlights Its Key Features

Hyundai Motor India has rolled out its latest multi-channel media campaign for Hyundai Exter titled ‘Dil mein Bas Jaye Exter’. The campaign, featuring a series of six quirky films, aims to significantly enhance brand recall and generate buzz surrounding the Exter while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40+ safety features, paddle shifters, sunroof, cruise control, hill assist control, and more. The TVCs incorporate carefully curated regional nuances to resonate deeply with diverse audiences.

These films, characterised by their unique and humorous storyline, with a common central character ‘Surya’, who embodies the spirit and features of Exter in a convincing yet entertaining manner. This highly memorable approach to advertisement-making sets the campaign apart, ensuring a lasting impression on viewers.

Sharing his insights about the campaign, Virat Khullar, AVP & Vertical Head, Marketing, Hyundai Motor India, says, "The ‘Dil mein Bas Jaye Exter’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about Exter, these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai Exter.”

He adds, “In addition to the TVCs, we've developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the 'Dil me bass jaye Exter' positioning digitally, maximising engagement and resonance, particularly among the GenZ demographic. By extending the campaign's reach to social platforms, we anticipate heightened participation and advocacy for Hyundai Exter."

The multifaceted campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. The campaign will also utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sports enthusiasts, and travel affinity audiences.