Hyundai India drives cricket passion with ICC Men's T20 World Cup 2026 partnership

Hyundai Motor India has unveiled its latest campaign celebrating its premier partnership with the ICC for the upcoming Men’s T20 World Cup 2026, set to commence on 7 February across India and Sri Lanka. The partnership aims to connect the automotive giant with billions of cricket fans worldwide, particularly in India, where nearly 60% of the population identifies as cricket enthusiasts.

Virat Khullar, Head of Marketing at Hyundai Motor India, said, "Cricket is not just a game in India: it's lived, it's a passion. Our communication is about the fans, about the passion of the Indians. It is not so much about the sportsmen, but how we become ‘Deewane’ or become heavily passionate, and how Hyundai is a partner, and as it is also driven by passion."

The campaign, led by Bollywood superstar and Hyundai brand ambassador Shah Rukh Khan, centres on the theme “In this craziness, Hyundai is with India”, capturing the emotional fervour that grips the nation during major cricket tournaments.

The campaign showcases Shah Rukh Khan embodying the spirit of devoted cricket fans, highlighting how the passion that drives supporters mirrors Hyundai’s own brand ethos. The automaker sees the partnership as a natural synergy between two global giants, particularly resonating with Generation MZ – young, aspirational consumers who are emotionally invested in both cricket and the brands they choose.

Hyundai has implemented a comprehensive 360-degree activation strategy that engages multiple stakeholders. The ‘Hyundai Test Drive’ campaign, running throughout January, offers customers who test drive any Hyundai vehicle a chance to win match tickets. The ‘Hyundai Trophy Connect’ initiative has brought the ICC T20 World Cup trophy to fans in Mumbai, Bangalore, and Gurgaon, creating memorable touchpoints with cricket's most coveted prize.

Additionally, a user-generated content contest titled ‘Finding the Sabse Bada Deewana of Cricket’ encourages fans to recreate and submit their most cherished cricket moments for a chance to win match tickets.

On the media front, Hyundai has secured co-powered sponsorship with Jio Star for the tournament across connected TV (CTV) and linear television platforms. In an industry-first innovation, the company is deploying AI-powered contextual advertising on CTV, which will create smart ads using key match moments and display them to viewers watching other OTT content on Samsung and LG televisions.

The campaign prominently features the Creta, Hyundai's flagship model, which will be displayed at stadiums and dealerships nationwide. Over 600 Hyundai dealerships across India have been themed around the ICC partnership, offering co-branded experiences and photo opportunities for customers.

Hyundai's cricket partnership extends a legacy of global sports associations, including previous collaborations with the FIFA World Cup, motorsports, and the BCCI in India. With the tournament beginning this weekend from 7 February, the company anticipates significant brand engagement as cricket fever sweeps the subcontinent once again.