Hyundai & Mad Influence Celebrate Kerala's Rich Heritage with "Origins"

Hyundai Motor India Limited, in partnership with Mad Influence and Innocean, has launched the vibrant “Origins of Kerala” campaign. This creative initiative, timed with the Onam festival, celebrates Kerala’s cultural richness while showcasing Hyundai’s modern vehicles.

The campaign, produced by Mad Productions, presents three captivating webisodes, each led by a popular regional influencer, blending Kerala’s traditions with Hyundai’s advanced automobile lineup. From traditional feasts to iconic dance forms and martial arts, the series offers a delightful cultural journey through Kerala.

Exploring Kerala Through Hyundai’s Lens

The first webisode features food influencer Govind (Kerala Foodie), who drives the Hyundai Exter through Kochi, Thrissur, and Palakkad. His mission? To uncover the secrets of Onam Sadhya, a grand vegetarian feast. Along the way, Govind collaborates with experts from Ottupura Catering, Ambiswamy Catering, and local home cooks, offering viewers an inside look at the intricate art of Kerala cuisine.

The second webisode showcases actress and dancer Anu Sithara, who explores Kerala’s iconic dance traditions while traveling in the Hyundai Venue. From the graceful Mohiniyattam with Jamsheena Jamal at RLV College to the dramatic Kathakali with Kshama Raja at Hill Palace Museum and the vibrant Pulikali in Thrissur, her journey beautifully merges Kerala’s art forms with Hyundai’s modern design.

In the third webisode, actress and dancer Noorin Shereef takes viewers into the world of Kerala’s ancient martial arts. Driving the Hyundai Creta, she visits the EP Vasudev Gurukkal Academy in Kottayam to learn Kalaripayattu, followed by a session on Vaadi Payattu (stick-fighting) with Davis Thomas at Cherai Beach.

Bridging Tradition with Modernity

Speaking about the campaign, Gautam Madhavan, CEO of Mad Influence, shared, “Our aim was to blend cultural authenticity with innovative storytelling. By pairing Kerala’s traditions with Hyundai’s vehicles, we’ve created a narrative that resonates deeply with audiences.”

Virat Khullar, Marketing Head at Hyundai, echoed the sentiment, adding, “The ‘Origins of Kerala’ campaign is a celebration of Kerala’s heritage and Hyundai’s commitment to connecting modern innovation with timeless traditions.”

Impressive Engagement and Production Quality

Shared across Hyundai’s social media platforms, the webisodes achieved over 962,100 views and 7,043 interactions, reflecting their widespread appeal. The high production value and authentic representation of Kerala’s culture, led by Mad Productions, ensured the campaign’s success.

As a fusion of heritage and innovation, the "Origins of Kerala" campaign stands as a testament to the power of storytelling in creating lasting brand impressions.