INNOCEAN India unveils Hyundai’s campaign ahead of ICC Men’s T20 World Cup 2026

INNOCEAN India, the master agency partner for Hyundai Motor India Limited (HMIL), has rolled out Hyundai’s integrated brand campaign, Deewane India ka Deewana Humsafar, ahead of the ICC Men’s T20 World Cup 2026. The campaign builds on Hyundai Motor Company’s Premier Partnership with the International Cricket Council (ICC) for global tournaments from 2026 to 2027, reinforcing the brand’s commitment to engaging audiences through culturally significant sporting moments.
The nationwide campaign celebrates India’s deep-rooted passion for cricket while strengthening Hyundai’s emotional connection with fans and customers. Designed as a high-impact integrated initiative, it spans on-ground experiences, matchday moments, dealership activations and mass-media outreach, bringing together sport, mobility and fandom at scale.

At the heart of the campaign is a brand film featuring Hyundai’s brand ambassador Shah Rukh Khan, directed by filmmaker Vasan Bala. Drawing on 90s nostalgia, the film reimagines the iconic track Yeh Dil Deewana from Pardes, blending emotion and contemporary cricket fandom.

Set inside a packed cricket stadium at the peak of a match, the film captures a defining cricketing moment as time slows down. Shah Rukh Khan walks through the frozen stadium while fans from different walks of life are transported into the scene, united by their shared love for cricket. A Hyundai CRETA carrying a family of fans enters the stadium before the moment returns to full speed in a celebratory match sequence.
“Cricket presents a powerful opportunity for us to deepen our emotional connection with millions of fans across India. At Hyundai Motor India Limited, sport has always been a strong cultural bridge that brings people together, and cricket, especially embodies energy, aspiration and youthful dynamism that resonate deeply with our brand philosophy. As proud ICC Premier Partner, this campaign is designed to celebrate the passion of fans while reinforcing Hyundai’s commitment to innovation, performance and progress. Through immersive storytelling and meaningful fan engagement, we aim to move beyond conventional sponsorship and create experiences that reflect the spirit of ‘Progress for Humanity.’ We are delighted to collaborate with our INNOCEAN in bringing this vision to life and look forward to inspiring a new generation of customers through the unifying power of cricket.” said Virat Khullar, Head, Marketing, Hyundai Motor India Limited.

“For us, the film was about capturing that singular moment every cricket fan lives for — the pause, anticipation and collective emotion that cuts across age, geography and background. Through nostalgia and cinematic storytelling, the film brings alive how cricket unites the country, with Hyundai naturally fitting into this journey,” said  JAEHO YOO, MD & CEO, INNOCEAN India.
“Cricket offers an unmatched opportunity to connect with India through a shared passion. This campaign taps into that deep emotional connection and takes Hyundai closer to every Indian who carries the game in their heart. Shah Rukh Khan adds cultural resonance and reach, helping amplify the passion across the country,” Santosh Kumar, COO, INNOCEAN India.
“With the campaign Deewane India ka Deewana Humsafar, we wanted Hyundai to feel like a fellow fan, not just a brand. The idea comes from the belief that India’s passion for cricket is emotional, personal, and deeply ingrained in everyday life. Shah Rukh Khan embodies that connection naturally, helping us express how Hyundai shares the same excitement, belief, and deewangi that drives a cricket-passionate nation,” said Pulak Bisht, Executive Creative Director, INNOCEAN India.

Published: Feb 13, 2026 3:13 PM I E4M