Kia India announces its partnership with HYBE INDIA as the exclusive automotive partner for their first-ever large-scale auditions, aimed at discovering and launching a global girl group. The collaboration brings together global entertainment and on-ground cultural engagement, creating a platform that connects Indian talent to an international stage.
Kia India’s partnership with HYBE stems from its brand ethos of being youthful, progressive, and culturally relevant. As a brand that connects with new-age audiences, this collaboration reflects Kia’s DNA of embracing creativity, self-expression, and global aspirations. By associating with a platform that nurtures emerging talent, Kia India aims to strengthen its connect with a generation that values identity, innovation, and cultural influence.
As part of HYBE’s ‘multi-home, multi-genre’ strategy, HYBE INDIA will localize the artist development approach, known for discovering, training, and building internationally successful acts, for India. With a legacy of shaping culturally influential artists, the company sets its sights on India to discover and develop the next generation of global stars, following acts like BTS and global girl group KATSEYE.
Atul Sood, Senior Vice President – Marketing and Sales, Kia India said, “Kia India’s collaboration with HYBE INDIA reflects a shared understanding of how culture, creativity, and youth aspirations are evolving. As a youthful and progressive brand, we are inherently aligned with the mindset of a new generation, and this partnership, a natural extension of this ethos, allows us to engage with a creative landscape where expression, identity, and global relevance are shaping aspirations.
“It reinforces our commitment to staying connected with the cultural pulse of our consumers and building a brand that is both future-ready and meaningful,” Sood added.
Sarthak Arora, Head of Business Development, HYBE INDIA said, “Our partnership with Kia India is driven by a shared vision to identify and empower emerging female talent in music and entertainment. As youth aspirations continue to evolve with a growing emphasis on global perspectives, connectivity and a strong sense of self, this collaboration enables us to build a meaningful platform that helps further unlock India’s potential on a global stage.”
At the heart of this collaboration is the ‘Kia Engagement Zone’, uniquely housed inside the 2026 Kia Syros and set to feature at HYBE INDIA Pop-Up Parks across cities, positioning the model as the centerpiece of this initiative. This in-car content creation setup in the Kia Syros enables audiences to record and create high-quality, shareable performance videos. The immersive experience transforms the vehicle into a space for creativity and self-expression, reinforcing Syros as a symbol of innovation, aspiration, and next-generation mobility.
Building on this experience on-ground, Kia India will amplify these experiences at the HYBE INDIA Pop-Up Parks across key cities, creating hubs for music, fandom, and youth culture. These activations will take place in Guwahati (02 May), Mumbai (09 May), Pune (16 May), Hyderabad (23 May), Bengaluru (30–31 May), and New Delhi (13–14 June), followed by on-ground auditions. Each location will prominently showcase the 2026 Kia Syros, integrating the brand into the cultural experience while driving engagement with young audiences.
The on-ground auditions will span 10 cities across India: Guwahati, Mumbai, Pune, Hyderabad, Bengaluru, Delhi, Chennai, Ahmedabad, Kolkata, and Chandigarh, alongside 5 global stops targeting the India diaspora. In parallel, HYBE INDIA auditions will also be open online from March 31 to July 31, providing a stage for Indian talent. This initiative is designed to create a global pathway for Indian youth, enabling participants to move beyond local discovery to international opportunities.
This partnership reflects Kia India’s evolution as a future-ready brand that connects with youth beyond mobility. By engaging with ambition at its earliest stage, Kia is building cultural relevance with a generation that values creativity, identity, and global exposure.
With this collaboration, Kia India reinforces its position as a young, progressive brand shaping culture and enabling journeys that go beyond the road. The company will continue to explore opportunities in the future to deepen its connect with new-age audiences and drive cultural engagement.
