Hyundai HyBuy, launched in 2017, was an innovative digital marketing initiative by Hyundai to redefine the car buying experience in India. ​​ This pioneering platform allowed customers to make online bookings, marking a significant step towards the "Digital India" movement. ​ In a market where online car purchasing was nascent, the campaign played on the consumer insight that "Fayade ki baat nahi chupate" in a humorous way.​