Havas Media India, the media agency of Havas Media Network India, has conceptualised and executed a radio-led campaign to mark Hyundai Motor India Limited’s 30th anniversary in India.
As part of the activation, Radio Mirchi 98.3 FM temporarily changed its on-air identity to 98.Thirty, referencing Hyundai’s three decades in the Indian market.
The campaign was rolled out across 20 cities, with the renamed frequency forming the central creative device. The activation also included dedicated prime-time roadblocks between 8:00 AM–9:00 AM and 6:00 PM–7:00 PM, featuring stories and moments linked to Hyundai’s journey in India.
Established in 1996, Hyundai Motor India has sold more than 13.5 million units, including domestic and export volumes across multiple international markets. Havas Media India stated that the campaign was designed to transform the anniversary into a larger consumer-facing moment rather than a conventional milestone communication.
Virat Khullar, Head - Marketing, Hyundai Motor India Limited, 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."
The agency stated that the activation forms part of its broader approach towards building culturally contextual media experiences for brands.
.jpg)
