Havas Media India, the media agency of Havas Media Network India, conceptualised and executed a unique radio campaign to celebrate Hyundai Motor India Limited completing 30 years in India.
As part of the activation, Radio Mirchi 98.3 FM temporarily transformed its on-air identity into FM 98.Thirty across 20 cities in India, creating a symbolic tribute to Hyundai’s three-decade journey in the country.
The campaign was built around the idea of turning the radio frequency itself into the anniversary milestone, giving listeners a direct and memorable connection to the brand’s 30-year legacy. The activation was further amplified through dedicated prime drivetime roadblocks from 8:00 AM to 9:00 AM and 6:00 PM to 7:00 PM, featuring stories, memories and moments associated with Hyundai’s journey in India.
Established on May 6, 1996, Hyundai Motor India has grown into one of the country’s leading automotive brands, with over 13.5 million units sold, including 9.6 million domestic sales and 3.9 million exports across more than 150 countries.
Having served as Hyundai India’s media agency for 16 years, Havas Media India designed the campaign to move beyond conventional advertising and create a larger cultural moment around the anniversary.
Commenting on the campaign, Virat Khullar said, ” As Hyundai Motor India celebrates 30 years of Trust, Pride and Progress, this campaign is a creative reflection of the deep bond we share with millions of customers across the country. It is heartening to see our journey being celebrated in such an engaging and memorable manner, this activation captures that spirit beautifully, reinforcing Hyundai’s commitment to meaningful innovation and customer-centric experiences.”
Mohit Joshi said, “Some milestones deserve more than a campaign they deserve a moment that people can truly feel. FM 98.Thirty is exactly that. Renaming a radio station, even for a day, is a bold and memorable way to honour 30 years of an iconic brand’s journey in India. We have had the privilege of being Hyundai’s media agency for 16 years, and this campaign reflects the depth and ambition of that partnership.”
Through the campaign, Havas Media India continued to strengthen its positioning as a strategic and creative media partner focused on delivering culturally resonant ideas that go beyond traditional media planning.
