New Delhi: Havas Media India has conceptualised and executed a unique radio-led campaign for Hyundai Motor India to commemorate the company’s 30 years in India by temporarily transforming Radio Mirchi 98.3 FM into “FM 98.Thirty”.
The campaign was rolled out across 20 cities nationwide, with the station’s on-air identity modified for the day as a tribute to Hyundai’s three-decade journey in the Indian market.
Built around the creative idea of turning the radio frequency itself into the anniversary milestone, the activation sought to offer listeners an immersive and instantly recognisable brand experience tied to Hyundai’s 30-year legacy in India.
As part of the campaign, dedicated prime drivetime roadblocks were executed between 8:00 AM to 9:00 AM and 6:00 PM to 7:00 PM, during which listeners heard stories, memories and milestones associated with Hyundai’s journey in India.
Established in 1996, Hyundai Motor India has emerged as one of the country’s leading automotive brands, recording cumulative sales of over 13.5 million units, including domestic and export volumes across more than 150 countries.
Having served as Hyundai India’s media agency for 16 years, Havas Media India designed the activation to move beyond conventional media planning and create a culturally resonant brand moment.
Commenting on the campaign, Virat Khullar, Head – Marketing, Hyundai Motor India, 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, Chief Executive Officer, Havas Media Network India, 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.”
With the activation, Havas Media India continues to expand its focus on culturally driven media innovation, leveraging unconventional formats and experiential storytelling to create deeper consumer engagement for brands.
