New Delhi: Innocean India, the master agency for Hyundai Motor Company’s global partnership with the International Cricket Council (ICC), has delivered a large-scale, integrated campaign for the ICC Men’s T20 World Cup 2026, driving both massive reach and measurable business outcomes.
Anchored in the platform ‘Deewane India ka Deewana Humsafar’, the campaign was built around the idea of ‘Deewanapan’, reflecting the emotional bond between cricket, fans, and Hyundai in India. The execution translated this insight into a multi-touchpoint experience spanning broadcast, stadium integrations, digital engagement, and on-ground activations.
The campaign achieved significant scale across platforms, delivering over 800 million impressions on CTV and more than 100 million impressions on linear TV, alongside 845 million+ digital views across social media platforms. It also reached 253 million unique users and generated over 856 million engagements, according to campaign performance data.
At the stadium level, Hyundai maintained strong visibility through integrations across coin toss moments, team dugouts, team buses, and in-stadium car displays. This presence was further amplified through high-frequency branding across stumps, pitch mats, LED perimeter boards, replay screens, and sight screens, ensuring continuous engagement during key match moments.
Beyond visibility, Innocean India focused on driving participation-led experiences. These included Trophy Walkouts, mid-innings pitch inspections, and “Beyond the Boundary” access experiences for customers and dealer partners, along with an exclusive net session viewing featuring ICC legend Robin Uthappa for select employees.
In the lead-up to the tournament, the Hyundai Trophy Connect initiative took the ICC Men’s T20 World Cup trophy across multiple cities through immersive fan engagements. This was complemented by a performance-led test drive programme that generated over 16,500 test drives and 61,000 enquiries, alongside the “Sabse Bada Deewana” contest offering fans access to the ICC Men’s T20 World Cup Final.
Executed through Innocean India’s Unified Marketing OS, the campaign integrated strategy, creative, digital, content, and on-ground experiences into a single cohesive ecosystem, ensuring consistency and scale across touchpoints.
Commenting on the campaign, Virat Khullar, Head of Marketing, Hyundai Motor India Limited, said, “Cricket has an unmatched emotional resonance in India and the ICC Men’s T20 World Cup 2026 gave us the perfect platform to tap into that passion at scale. Through our partnership with the ICC, we focused on going beyond visibility to create meaningful moments of participation and access for fans across the country. From immersive on-ground moments to nationwide digital participation, the campaign reflects our belief in building relevance through experiences. What truly differentiated this campaign was how thoughtfully it translated reach into memorable interactions, reinforcing Hyundai’s role as a brand that shares the nation’s love for the game.”
Jaeho Yoo, CEO & MD, Innocean India, added, “With ‘Deewanapan’ at the core, the idea was to build a campaign that didn’t just show up during the tournament but became part of how fans experienced it. By integrating presence, participation and real-time engagement, we were able to create a cohesive narrative that delivered both scale and impact.”
With this campaign, Innocean India reinforces its ability to translate global sporting partnerships into locally resonant, high-impact brand experiences that deliver both scale and measurable business outcomes for Hyundai Motor Company.
