Hyundai taps Pankaj Tripathi for OTT ad campaign aimed at family centric buyers

Hyundai Motor India has signed on accomplished actor Pankaj Tripathi for its newest ad campaign, "Chahe Dil Ki Suno Ya Deals Ki, Loge Toh Hyundai Hi," in a strategic bid to target India's fast growing OTT conscious audience.

Best known for his roles in Mirzapur and Criminal Justice, Tripathi brings credibility and pan-India relatability to Hyundai’s ambassador lineup, joining Shah Rukh Khan, Deepika Padukone, and Smriti Mandhana. The campaign aims to tap into evolving media consumption patterns while spotlighting the collective nature of car-buying decisions in Indian families.

Virat Khullar, Hyundai India's Vertical Head of Marketing, said, "When Pankaj Tripathi talks, the country listens. His cross-language and cross-platform appeal is something which makes him the voice of the new India."

The campaign, executed across TV, digital, OTT, connected TV (CTV), radio, and print, focuses on a humorous family debate led by a curious child. It highlights Hyundai’s features and June offers, with TV getting the largest media share. A significant budget has been reserved for digital and CTV to target audiences shifting away from linear TV.

Adapted into seven regional languages, the campaign underscores Hyundai’s deliberate regional penetration strategy. “Buying a car today involves the whole family. We’re customizing our messaging to reflect that cultural reality,” Khullar said.

Hyundai clocked 58,701 monthly sales in May 2025, even as it saw a short-term fall in production from its biennial Chennai facility shutdown. Hyundai is positive on innovation and connected mobility, with more than 6.75 lakh connected vehicles sold in India.

With Hyundai turning the spotlight away from celebrity power and towards storytelling, the company's new campaign makes the brand a family favorite across generations.

Let’s go through the advantages of OTT ad campaign 

More precise audience targeting

OTT platforms use a rich database of viewer information to serve advertisements to their audience based on demographics, interests, and behavior. Hence, this ensures that the promotions will be aired or seen by the relevant audience that is most likely to convert.

Completion & engagement rates are always high

The engagement and ad completion rates among viewers streaming on OTT platforms are consistently high because ads are usually non-skippable or have restricted skippability. This means there is a higher chance of your message being seen in its entirety and having a lasting impact.

Cross device

OTT commercials can be served across all types of devices like smart TVs, smartphones, tablets, and laptops. These multi-device approaches will ensure that the audience is hit wherever they stand.

Real time metrics & performance monitoring

Advertisers are granted real-time metrics on views, clicks, and conversions. Such provides ease in monitoring performance and optimizing in real time.

Cost effective & flexible budget

Compared to traditional television, OTT advertising is cost-effective and has flexible budgeting. This makes it suitable for small, medium, and even large companies.

If you want OTT ad campaigns for your brand, then Excellent publicity can help you achieve your objective. For more such advertising news, stay in touch with us.