Havas Media Network India conceptualised and executed a radio campaign to mark Hyundai Motor India's 30th anniversary in India, temporarily transforming Radio Mirchi 98.3 FM into FM 98.Thirty.

The campaign saw the station’s on-air identity change for a day across 20 cities, with the frequency itself becoming a symbolic representation of Hyundai’s three-decade presence in the country.

As part of the activation, dedicated prime drive-time roadblocks between 8-9 am and 6-7 pm featured stories, memories and moments associated with Hyundai’s journey in India.

Founded on 6 May 1996, Hyundai Motor India has sold more than 13.5 million units to date, including 9.6 million units in the domestic market and 3.9 million exports to over 150 countries.

Havas Media India, which has handled Hyundai India’s media duties for 16 years, designed the activation to turn the brand’s anniversary into a mass-listening moment through a medium deeply embedded in everyday routines.

With this campaign, Havas Media India continues to strengthen its position as a strategic and creative media partner, delivering ideas that go beyond media planning to create genuine cultural impact for clients.

Virat Khullar, head - marketing, Hyundai Motor India, said, " As Hyundai Motor India celebrates 30 years of Trust, Pride and Progress, this campaign is a creative reflection of the deep bond we share with millions of customers across the country. It is heartening to see our journey being celebrated in such an engaging and memorable manner, this activation captures that spirit beautifully, reinforcing Hyundai’s commitment to meaningful innovation and customer-centric experiences.”

Mohit Joshi, chief executive officer, Havas Media Network India, said, "Some milestones deserve more than a campaign; they deserve a moment that people can truly feel. FM 98.Thirty is exactly that. Renaming a radio station, even for a day, is a bold and memorable way to honour 30 years of an iconic brand's journey in India. We have had the privilege of being Hyundai's media agency for 16 years, and this campaign reflects the depth and ambition of that partnership."