Hyundai Motor India Limited (HMIL), in partnership with Universal Music Group for Brands (UMGB), has announced the launch of season three of Hyundai Spotlight, furthering its commitment to nurturing talent and creativity. This initiative continues its journey of empowering passionate artists across India. On the sidelines of this announcement, Preeti Nayyar, Senior Vice President & Business Head of UMGB India and South Asia, sat down with MediaBrief to speak about the impact of long-term partnerships, emotional investment, and strategic music marketing in shaping the future of the music industry.
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fter the success of its first two seasons, which featured 12 original songs and over 150 million YouTube views, Hyundai Spotlight returns with a bigger platform for emerging musicians. In collaboration with Universal Music Group for Brands (UMGB), Season 3 aims to discover and nurture fresh talent.
More than just a branded content series, Hyundai Spotlight reflects years of vision and effort. Highlighting the emotional depth and strategic clarity behind the partnership, Preeti Nayyar notes that “Some things are done for a very different purpose.” She continues, “Devraj (Devraj Sanyal, Chairman and CEO, India and South Asia, SVP Strategy, AMEA, Universal Music Group) and I are so emotionally invested in this project because the journey has been very unique.”
She recalls that while discussions began in 2018, it was only in 2021, after multiple conversations, that it was brought to life.
A purpose-driven journey with Hyundai
Speaking about the collaboration with Hyundai, Nayyar notes that it goes far beyond transactional execution—it represents a multi-layered commitment to building culture through music. She adds, “It’s not just a platform or partnership—it’s a commitment at multiple levels. And that’s a rare thing.”
In a space often driven by quick campaigns and tactical plays, Nayyar stresses the value of long-term, strategic thinking. She points out that while many brands focus on budgets and timelines, the real differentiator lies in “shared vision and authenticity.”
She explains, “Our heart is always in building larger strategic partnerships. It’s not about budgets. It’s about how both we and the brand are looking in the same direction when it comes to building culture through music.”
This alignment, according to Nayyar, is what makes a partnership like Hyundai Spotlight sustainable and effective over multiple seasons.
Culture, Commerce, and the Role of Music
As the world’s largest music and entertainment company, Universal Music Group is uniquely positioned to bridge the gap between brands and cultural relevance. Speaking about how music continues to sit at the center of passion points such as travel, sports, and lifestyle, Nayyar says, “What does a brand want? Love and affinity from its consumers in the most authentic way. That can only happen through music—because music brings that binding, that love, that authenticity.”
She adds that the intersection of music, youth, and brands forms a timeless triangle—one that only grows stronger as brands seek to connect with subcultures and younger demographics.
The evolution of Music marketing
Music marketing has also undergone a dramatic transformation, and Universal Music Group has been at the forefront of this evolution. Nayyar outlines how the marketing approach today involves a 360-degree ecosystem—from content creation to multi-platform distribution and cultural strategy. She explains, “Eight years ago, marketing was very different. Today, it’s a full ecosystem you unlock. We don’t just create content; we build a journey—from audio streaming to YouTube, influencer marketing, meme culture, podcasts, and more.”
Each release under Hyundai Spotlight, she asserts, comes with a detailed strategy—combining social media, culture-building, and audience engagement to deliver meaningful impact.
The Road Ahead
As Hyundai Spotlight enters its third season, it stands as an example of what can be achieved when brands and music companies collaborate with purpose. With authenticity at its core, the partnership reflects Universal Music Group’s philosophy of culture-first marketing.
She wraps up by saying, “We are constantly evolving, identifying the right tools, and building deeper connections. Because, in the end, it’s about creating something that stands the test of time—and resonates with people far beyond a campaign timeline.”
