Gurugram, India – Hyundai Motor India Limited (HMIL) has launched a nationwide brand campaign titled ‘Deewane India ka Deewana Humsafar’ (India’s Cricket-Loving Companion) ahead of the ICC Men’s T20 World Cup. The initiative forms part of Hyundai Motor Company’s multi-year Premier Partnership with the International Cricket Council (ICC).
According to the company, the campaign is intended to mark India’s passion for cricket while reinforcing Hyundai’s association with the tournament. It also includes a brand film featuring Shah Rukh Khan, along with dealership activations, customer engagement programmes, test drive contests, and in-stadium brand experiences.
Directed by Vasan Bala, the campaign revisits the song “Yeh Dil Deewana” from the 1997 film Pardes. The creative also draws on themes of nostalgia and collective fandom, positioning Hyundai alongside moments of national sporting significance.
Speaking about the campaign, Tarun Garg, managing director and chief executive officer of Hyundai Motor India Limited, said, “Cricket in India represents continuity, belief, and aspiration, values that deeply resonate with us at Hyundai. As the Premier Partner with ICC, HMIL is proud to launch ‘Deewane India ka Deewana Humsafar’ (India’s Cricket-Loving Companion) brand campaign ahead of the T20 World Cup 2026. The campaign draws inspiration from an undeniable truth – Cricket in India is lived every day, far beyond the stadiums.”
Tarun added, “With Shah Rukh Khan at its heart, the brand film brings alive the emotion of match moments where time seems to stand still and the nation watches as one. In many ways, it mirrors Hyundai’s three-decade journey in India, rooted in trust, driven by innovation and shaped by a deep connection with Indian consumers. We wish ICC for the successful tournament and look forward to the action both on and off the field during this T20 World Cup.”
Moreover, the 360-degree campaign will run across television, digital, and radio platforms. HMIL will also serve as a co-powered presenter of the tournament on JioHotstar connected TV, as part of its outreach to digital audiences.
As part of the wider campaign, the company has introduced a user-generated content (UGC) initiative titled ‘Cricket ka Sabse Bada Deewana’ (The Biggest Cricket Fan). Running from February 2 to 21 February 2026, participants are invited to share cricket-related content on Instagram by tagging @hyundaiindia and using the hashtag #HyundaiSabseBadaDeewana. Selected winners will receive an all-expenses-paid trip to attend a T20 World Cup 2026 match, subject to terms and conditions.
In the lead-up to the tournament, HMIL also organised the ‘Hyundai Trophy Connect’ programme, which featured the display of the ICC Men’s T20 World Cup 2026 trophy in Mumbai, Bengaluru, and Gurugram from January 28 to February 1, 2026. The display also included interactive elements such as themed photo opportunities and virtual reality cricket experiences.
Additionally, Hyundai has rolled out a dealership-led test drive campaign across its national network. Participating showrooms are hosting cricket-themed activations and offering customers the opportunity to win match tickets, subject to terms and conditions.
Additionally, the company stated that further in-stadium activations and product displays will take place during the tournament, aimed at engaging fans attending matches and extending its brand presence throughout the event.