Innocean India, the agency for Hyundai Motor Company’s global partnership with the International Cricket Council (ICC), announces a campaign for Hyundai at the ICC Men’s T20 World Cup 2026, reaching 253 Mn unique users across all social media platforms and delivering over 856 Mn engagements, as per campaign performance data.
Anchored in the campaign platform ‘Deewane India ka Deewana Humsafar’, the campaign was built around the idea of ‘Deewanapan’, capturing the connection between cricket, its fans and Hyundai in India. Built on this fan-first narrative, the campaign translated Hyundai’s global partnership into an experience across broadcast, stadium, on-ground activations and digital participation.
At the heart of the campaign was Hyundai’s presence, with integrations across coin toss moments, team dugouts, team buses and in-stadium car displays. This was further amplified through visibility via stumps, pitch mats, LED perimeter boards, replay screens and sight screens, ensuring the brand remained embedded across key match moments.
Beyond visibility, Innocean India focused on creating access and participation. The campaign featured experiences such as Trophy Walkouts, mid-innings pitch inspections and “Beyond the Boundary” access, designed as hospitality integrations offering behind-the-scenes exposure to key match-day moments for its customers and dealer partners, along with a net session viewing experience featuring ICC legend Robin Uthappa for select employees.
In the lead-up to the tournament, the campaign extended into a nationwide build-up through the Hyundai Trophy Connect initiative, taking the ICC Men’s T20 World Cup trophy across multiple cities via fan engagements. This was complemented by a performance-driven test drive program that generated over 16,500 test drives and 61,000 enquiries, alongside the “Sabse Bada Deewana” contest, rewarding fans with access to the ICC Men’s T20 World Cup Final.
Executed through Innocean India’s Unified Marketing OS, the campaign integrated strategy, creative, digital, content and on-ground experiences into an ecosystem, enabling consistency across touchpoints.
The integrated approach enabled Hyundai to deliver scale and business impact, achieving 132 million TV reach, 800 million impressions on CTV, and 845 Mn+ digital views across all social media platforms, as per campaign performance data.
Virat Khullar, Head, Marketing, Hyundai Motor India Ltd. said, “Cricket has an unmatched emotional resonance in India and the ICC Men’s T20 World Cup 2026 gave us the perfect platform to tap into that passion at scale. Through our partnership with the ICC, we focused on going beyond visibility to create meaningful moments of participation and access for fans across the country.
“From immersive on-ground moments to nationwide digital participation, the campaign reflects our belief in building relevance through experiences. What truly differentiated this campaign was how thoughtfully it translated reach into memorable interactions, reinforcing Hyundai’s role as a brand that shares the nation’s love for the game,” Khullar said.
Jaeho Yoo, CEO and MD, Innocean India said, “With ‘Deewanapan’ at the core, the idea was to build a campaign that didn’t just show up during the tournament but became part of how fans experienced it. By integrating presence, participation and real-time engagement, we were able to create a cohesive narrative that delivered both scale and impact.”
With this campaign, Innocean India reinforces its capability to translate global partnerships into brand experiences, delivering scale and outcomes while strengthening Hyundai’s connection with cricket fans in India.
