Havas Media India has rolled out a unique radio campaign to celebrate Hyundai Motor India Limited completing 30 years in India. As part of the activation, Radio Mirchi 98.3 FM temporarily transformed its identity to ‘FM 98.Thirty’, turning the radio frequency itself into a tribute to Hyundai’s three-decade journey in the country.

According to a press release, the campaign was executed across 20 cities and aimed to create a memorable experience for listeners by integrating Hyundai’s milestone directly into everyday radio consumption. The idea revolved around renaming the frequency for a day, allowing audiences to instantly connect the number “30” with Hyundai’s anniversary celebrations.

To further amplify the campaign, Havas Media India introduced special prime-time roadblocks between 8 an to 9 am and 6 pm to 7 pm. During these slots, listeners heard stories, memories and moments associated with Hyundai’s growth and legacy in India, making the campaign more immersive and emotionally engaging.

Founded on May 6, 1996, Hyundai Motor India has grown into one of the country’s leading automobile brands over the last three decades. The company has sold over 13.5 million units so far, including 9.6 million units in the domestic market and 3.9 million units exported to more than 150 countries worldwide. Havas Media India, which has been associated with Hyundai as its media agency for 16 years, designed the campaign to go beyond traditional advertising and create a larger cultural moment around the brand’s anniversary.

Speaking about the initiative, Virat Khullar, Head of Marketing at Hyundai Motor India Limited, said the campaign reflects the strong emotional connection Hyundai shares with millions of customers across India. He added that the activation captures the spirit of trust, pride and progress that the company has built over the years.

Mohit Joshi, Chief Executive Officer of Havas Media Network India, described the campaign as a bold and memorable way to honour Hyundai’s 30-year journey in India. He said transforming a radio station’s identity, even for a day, created a moment that audiences could genuinely experience and remember.

With FM 98.Thirty, the campaign stood out as an innovative example of how brands are increasingly using experiential and immersive media ideas to create stronger audience engagement beyond conventional advertising formats.