Pankaj Tripathi's campaign will resonate on OTT and beyond: Virat Khullar, Hyundai India

Hyundai Motor India Ltd (HMIL) has introduced a fresh wave of marketing with the onboarding of actor Pankaj Tripathi as the brand ambassador for its new June campaign titled ‘Dil ki suno ya deals ki, loge toh Hyundai hi’. 

The campaign, aimed at engaging the mass market with an emotional yet value-driven message, marks a deliberate attempt by Hyundai to blend its trusted brand identity with offers designed to capture consumer attention during a competitive automotive sales season.

In an exclusive conversation, Virat Khullar, Head of Marketing at Hyundai India, shed light on the strategic thinking behind this campaign and why Tripathi was the ideal choice to lead it. “Pankaj is a very genuine and creative personality,” said Khullar. 

“He has personally contributed to the campaign and we’ve had great fun working with him. The campaign brings a different nuance to our communication since it’s direct yet emotionally engaging. The tagline ‘Dil ki suno ya deals ki’ reflects two key pillars: the trust consumers have in the Hyundai brand and the exciting deals we’re offering this June.”

Hyundai’s recent marketing journey has been strongly associated with marquee brand ambassadors like Shah Rukh Khan and Deepika Padukone, alongside sports personalities such as cricketer Smriti Mandhana. Khullar explained that the decision to bring Tripathi on board for this particular campaign is part of a broader effort to diversify engagement channels and connect with an OTT-savvy audience that values authenticity. 

“It’s not about focusing on one or two faces anymore,” he noted. “With a portfolio of over ten products and multiple campaigns running simultaneously, we needed a figure who can break the fourth wall and engage India’s diverse audience in a relatable way. Pankaj fits that perfectly.”

The campaign’s core narrative is a slice-of-life depiction of a middle-class father and son discussing Hyundai’s product features and value propositions at home. “Buying a car is a landmark moment in an Indian household,” said Khullar. “It’s about more than just status; it’s about trust, aspiration, and making the right choice. Our insight was to portray this conversation authentically, where even children are active participants in family buying decisions. This approach resonates deeply because it mirrors real conversations happening across the country.”

Khullar emphasized that this campaign is part of a well-planned marketing calendar rather than a knee-jerk reaction to recent market fluctuations. 

“This is a deliberate disruption aimed at cutting through the advertising clutter ahead of the festive season,” he explained. “We have unique creative elements, a powerful brand ambassador, and timing that work together to give us an edge.”

Regarding media strategy, Hyundai continues to prioritize television as the backbone of its campaign outreach, supported by a strong print presence and an aggressive push on digital platforms, including Connected TV (CTV), social media, and advanced interactive tools. 

“Interestingly, for this campaign, we did not engage in influencer marketing,” Khullar said. “Instead, we leaned on iconic ambassadors and ground activations to create a strong brand impact. This focused approach helps maintain the brand’s integrity while reaching broad audiences.”

Closing on the campaign’s spirit, Khullar reflected on Tripathi’s unique contribution. “This campaign is disruptive and fresh,” he said. “It cuts through noise, connects emotionally, and clearly communicates value. We are excited about the response and look forward to continuing this journey with Pankaj as part of the Hyundai family.”

Moving to broader topics about marketing and distribution strategies, Khullar talked about how Hyundai has made concerted efforts to deepen penetration in tier 2 and tier 3 cities. “Over 100 cities contribute to our sales,” Khullar said. “Smaller cities and rural areas now account for more than 20 percent of our business and that’s growing. We have tailored media plans and regional language content to ensure relevance and resonance in these markets.”

Khullar also addressed changing consumption and buying patterns, especially around premiumization in smaller cities. “Our SUV penetration is remarkably uniform across urban and rural markets, thanks to improving connectivity and changing lifestyles. This uniformity means that consumption patterns in tier 2 and 3 cities are converging with metros. Our product strategy and marketing reflect this evolution.”

When asked how Hyundai sustains consumer trust amid intensifying competition from global brands like MG and Kia, Khullar pointed to Hyundai’s consistent product quality and after-sales care. 

“Creta, which has been in the market for a decade, recently became the highest-selling car in India, not just in SUVs but overall,” he said. “This success is rooted in strong products backed by reliable service and a well-established upgrade path. Consumers who buy Hyundai tend to come back, moving from entry-level models to higher variants as their aspirations grow.”

Khullar also highlighted Hyundai’s tech-driven marketing innovations. “Our social media pages lead the industry in engagement, and our WhatsApp chatbot is among the most advanced and interactive. We monitor digital metrics like search trends and website visits carefully to stay ahead of evolving consumer behavior.”

Looking at the broader auto industry’s outlook, Khullar remained cautiously optimistic about Hyundai’s future prospects. “We have a strong marketing plan, supported by upcoming product launches and campaigns across our ambassadors,” he said. “While I won’t comment on the overall industry, we are confident that our focus on relevance, awareness, and building consideration funnels will keep us well positioned to sail through the market environment.”