Monday, May 19, 2025
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U.com
Home Exclusive

Daughters and Wives Are Steering Auto Purchase Choices in India, Says Hyundai’s Virat Khullar

From hidden decision-makers to AI pilots going live, Hyundai’s marketing head reveals game-changing shifts in strategy, data interpretation, and brand storytelling at the MMA Global Impact forum.

by MN4U Bureau
May 9, 2025
in Exclusive
Reading Time: 4 mins read
A A
Daughters and Wives Are Steering Auto Purchase Choices in India, Says Hyundai’s Virat Khullar
Share Share ShareShare

Gurugram: In a candid and thought-provoking conversation at the MMA Global Impact event, Virat Khullar, Head of Marketing at Hyundai India, sat down with Greg Stuart, CEO of MMA Global, to dissect the evolving landscape of automotive marketing. The session, titled “Driving Growth: How Auto Brands Are Shifting Marketing Gears,” explored seismic shifts in consumer behaviour, the impact of generative AI, and the nuanced role of influencers in high-involvement purchases.

ADVERTISEMENT
The Unseen Influencers: How Families Drive Auto Decisions

One of the most compelling insights from Khullar’s remarks centered on a deeply personal and widely relatable observation: the under-acknowledged role of family—especially children—in influencing car purchases. “If you’d asked me in a focus group, I don’t think I would have said that my daughter made the decision,” Khullar admitted, recounting a moment of realisation about who truly swayed a significant buying choice in his own household.

This anecdote, while anecdotal, echoes a broader shift in the marketing discourse—one that moves away from transactional demographics to the softer, sometimes hidden, drivers of consumer decision-making. “When there is a fire, everyone sees it. But it’s the spark that must be identified,” Khullar said, underscoring the imperative for marketers to look beyond the obvious data points to unearth early indicators of influence.

Women’s Growing Role: Ownership Versus Usage

Khullar also spotlighted a critical gap in auto industry data: while female ownership of vehicles in India remains statistically low (8-10%), real-world insights suggest a growing trend of women driving or using vehicles registered in the names of male family members. “Because of tax or other reasons, the car may be in the husband’s name, but is being used predominantly by the wife,” Khullar explained.

In response to this insight, Hyundai India strategically signed three female brand ambassadors—an example of how nuanced consumer understanding can translate into purposeful branding decisions. “We realised the influence wasn’t incidental. It was driving the purchase.”

Why Influencers Aren’t Driving the Conversation in Auto

In an age where influencer marketing is a dominant force across sectors like beauty and personal care, Hyundai India’s restrained approach stood out. “We are not doing much with creators and influencers,” Khullar said, contrasting sharply with industries that have seen robust returns on influencer investments.

Khullar argued that influencer strategies have not yet proven effective in high-involvement categories like automobiles. “We’ve yet to see a matrix that delivers measurable performance from influencer marketing in our space,” he stated, adding that Hyundai continues to rely on traditional brand ambassadors who offer more credibility and alignment with the brand’s positioning.

Stuart added a humorous perspective from another CMO, who described influencer marketing as “authentic advertising”—implying, perhaps jokingly, that the rest of advertising might be seen as “inauthentic.” Khullar, however, remained pragmatic: “For us, it’s about what delivers value, not just what’s trendy.”

AI Moves From Pilot to Production

While AI often gets chalked up as a buzzword, Khullar was clear: it’s far more than that. “It’s changing the way we do creatives, testing, and personalisation—at scale,” he said.

Unlike companies that are letting “chaos reign” with open experimentation, Hyundai India has rolled out a more structured approach, encouraging cross-functional pilots across CX, digital, and brand teams. “We have to be very careful—hallucinations, project decay, and misinformation in generative AI are real concerns,” Khullar cautioned.

That said, one application has already made it from pilot to production: AI-assisted localised targeting. “We’re now able to more efficiently identify and reach similar audiences, and it’s already delivering results,” he confirmed. Stuart echoed this, noting similar gains in MMA’s own work on local digital campaigns that drive actual dealership footfall.

Will Machines Replace Marketers? Not Quite Yet.

To close the conversation, Stuart posed a provocative thesis: “It is inevitable that all advertising will be created and placed by machines.” Khullar, a mechanical engineer by training, offered a balanced rebuttal. “Even if machines are creating, the human element is essential. Otherwise, we’re just selling to robots.”

While both leaders acknowledged the role of machines in speeding up and scaling marketing, they were unified in their belief that empathy, context, and creative intuition remain uniquely human strengths—irreplaceable for now.

A Shift in Gears and Mindsets

From redefining target audiences through family dynamics and gendered insights to making AI work in measurable, business-critical ways, Hyundai India’s marketing strategy reflects an increasingly sophisticated and human-centric approach.

Khullar’s reflections are emblematic of a broader shift: marketing is no longer just about campaigns and media spends—it’s about understanding influence, interpreting nuance, and integrating technology without losing sight of the consumer’s humanity.

As Stuart aptly concluded, “We’re building. And it’s clear that Hyundai India is building smarter—and with intent.”

Tags: Greg StuartHyundai IndiaMMA Global ImpactVirat Khullar

RECENT POSTS

At Dishis Designer Jewellery, we project key values—creativity, quality, affordability, and personalisation—at each and every touchpoint: Dishi Somani
Exclusive

At Dishis Designer Jewellery, we project key values—creativity, quality, affordability, and personalisation—at each and every touchpoint: Dishi Somani

May 19, 2025
0

Dishis Designer Jewelry is a brand synonymous with its creator Dishi Somani a Delhi based jewelry designer. Since its launch,...

Read more
Regulating content pricing is crucial for the cable industry's long-term survival
Exclusive

Regulating content pricing is crucial for the cable industry’s long-term survival: Arshdeep Singh Mundi

May 19, 2025
0

Fastway Transmissions focusses on digital entertainment services and claims to be the largest multiple-system operator (MSO) in North India. Having...

Read more
Auto Draft
Exclusive

ZEE Entertainment Reinvents Itself as a Content & Technology Powerhouse with a Bold New Brand Universe

May 17, 2025
0

Mumbai: In a significant strategic shift, ZEE Entertainment Enterprises Ltd. (Z) has unveiled its new corporate identity, positioning itself as...

Read more
Design is a strategic tool for product clarity, consumer trust, and brand differentiation: Shuchi Gangwal, Kypsa
Exclusive

Design is a strategic tool for product clarity, consumer trust, and brand differentiation: Shuchi Gangwal, Kypsa

May 16, 2025
0

Kypsa is a product-led marketing agency that specialises in crafting stories around the science and technology behind FMCG products. Founded...

Read more
“India Deserves a World-Class Homegrown Marketing Partner”: Shekar Swamy on R K Swamy’s New Consulting Group
Exclusive

“India Deserves a World-Class Homegrown Marketing Partner”: Shekar Swamy on R K Swamy’s New Consulting Group

May 15, 2025
0

Mumbai: R K Swamy has announced the formation of its brand and marketing consulting group, with a full team in...

Read more
On-ground activations are vital in a brand's holistic strategy like 'Grooming India': Ashutosh Chaudharie, VI-JOHN Group
Exclusive

On-ground activations are vital in a brand’s holistic strategy like ‘Grooming India’: Ashutosh Chaudharie, VI-JOHN Group

May 15, 2025
0

Founded in 1960, Vi-John Group began its journey with a small manufacturing unit focussed on personal care products like a...

Read more

LATEST NEWS

Sapphire Media finalizes acquisition of Radio BIG 92.7 FM

Sapphire Media finalizes acquisition of Radio BIG 92.7 FM

May 19, 2025
At Dishis Designer Jewellery, we project key values—creativity, quality, affordability, and personalisation—at each and every touchpoint: Dishi Somani

At Dishis Designer Jewellery, we project key values—creativity, quality, affordability, and personalisation—at each and every touchpoint: Dishi Somani

May 19, 2025

ANALYSIS

Bajaj Allianz tops Customer Experience Rankings followed by SBI General Insurance: Hansa Research
Analysis

Bajaj Allianz tops Customer Experience Rankings followed by SBI General Insurance: Hansa Research

May 16, 2025
0

Mumbai: Hansa Research has unveiled the first edition of its Health Insurance Customer Experience Score (CuES) 2025 report, offering an...

PEOPLE

Madhavan Sekar promoted to Head of Marketing - Amazon Pay at Amazon
People

Madhavan Sekar promoted to Head of Marketing – Amazon Pay at Amazon

May 17, 2025
0

Mumbai: Madhavan Sekar has been elevated to the role of Head of Marketing - Amazon Pay at Amazon, marking a...

MARKETING

Lava introduces Demo@Home to bring smartphone experience to customers’ doorsteps
Marketing

Lava introduces Demo@Home to bring smartphone experience to customers’ doorsteps

May 17, 2025
0

New Delhi: Lava International Limited, a homegrown smartphone brand, has launched a groundbreaking new initiative—Demo@Home—aimed at revolutionizing the smartphone buying...

Subscribe to Newsletters

ADVERTISING

Auto Sector ad volumes up 27% in Print, 2.5x on Radio: TAM AdEx Report
Advertising

Auto Sector ad volumes up 27% in Print, 2.5x on Radio: TAM AdEx Report

May 17, 2025
0

Mumbai: The Indian auto industry ramped up its advertising spend significantly in 2024, according to the latest TAM AdEx Cross...

PRINT

Veteran Journalist Vinay Kamath Bids Farewell to BusinessLine After 27 Years
People

Veteran Journalist Vinay Kamath Bids Farewell to BusinessLine After 27 Years

April 30, 2025
0

Chennai: After nearly four decades in journalism and 27 illustrious years at The Hindu BusinessLine, Vinay Kamath, Senior Associate Editor,...

AUTHOR'S CORNER

Campa Cola: The Comeback of an Indian Icon in a Market Ruled by Giants….
Authors Corner

Campa Cola: The Comeback of an Indian Icon in a Market Ruled by Giants….

May 19, 2025
0

Origins and Rise of Campa Cola Campa Cola’s story is deeply entwined with India’s economic and cultural history. Originally launched...

UPLIFT MEDIANEWS4U DIGITAL PVT LTD
No. 194B , Aram Nagar 2, JP Road,
Versova, Andheri West
Mumbai - 400061

For editorial queries:
[email protected]
[email protected]

For business queries:
Smitha Sapaliga - +91-98337-15455
[email protected]

Recent News

Goafest 2025 reveals dynamic line-up of Global Voices and Creative Trailblazers

Goafest 2025 reveals dynamic line-up of Global Voices and Creative Trailblazers

May 19, 2025
Sapphire Media finalizes acquisition of Radio BIG 92.7 FM

Sapphire Media finalizes acquisition of Radio BIG 92.7 FM

May 19, 2025
At Dishis Designer Jewellery, we project key values—creativity, quality, affordability, and personalisation—at each and every touchpoint: Dishi Somani

At Dishis Designer Jewellery, we project key values—creativity, quality, affordability, and personalisation—at each and every touchpoint: Dishi Somani

May 19, 2025

Newsletter

Subscribe to Newsletters

Medianews4u.com © 2019 - 2024 All rights reserved.

  • The South Side Story 2023 Download Report
  • Goafest 2023: Day 3
  • Goafest 2023: Day 2
  • Goafest 2023: Day 1
  • Straight Talk Gallery 2022
  • The South Side Story 2022 Download Report
  • Focus 2022
  • Futurescope Conclave Gallery 2022
  • The South Side Story 2021 Download Report
  • FOCUS 2021
  • Exclusive
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit

Medianews4u.com © 2019 - 2024 All rights reserved.