Hyundai Test Driven By 100 — Coast to Crown EV Expedition
526M+ views, 100 creators, 15,000+ km in a single CRETA Electric
Hyundai Motor India (with Innocean India) · Automotive · 2025
A first-of-its-kind mobility campaign that turned the Hyundai CRETA Electric into the protagonist of a 108-day, coast-to-crown Indian road trip. One car. 100 creators. 10 states, 26 cities, 200+ destinations — relay-driven from Chennai all the way to Kanyakumari and up to Kashmir. The expedition blended storytelling, mobility, and digital innovation to prove the CRETA Electric is the EV India has been waiting for.
The Challenge
Indian consumers still hesitate on EVs over range anxiety, charging, reliability, and comfort — and brand-paid automotive content is met with scepticism. Hyundai needed to position the CRETA Electric as a versatile, all-terrain SUV capable of handling India's coastal roads, deserts, hills, highways, and Himalayan terrain, while breaking long-standing EV myths in a category where purchase decisions take weeks and demand real trust.
Our Strategy
We engineered a relay-style expedition handing one CRETA Electric across 100 carefully selected creators — a curated mix from 20K nano-creators to 1M+ stars across travel, fashion, and lifestyle, each vetted for a 3%+ engagement rate, a valid driving licence, and category exclusivity. Structured across 4 regional milestones (South, West, Northwest, North) and flagged off by actor Parvati Nair at Hyundai's Chennai manufacturing plant, every creator documented authentic, on-road experiences — features like ADAS, I-Pedal, 360° camera, and ventilated seats surfaced through real terrain rather than scripted demos, generating 402+ Reels and Stories of credible, hyper-local storytelling.
Key Results
- 526M+ — Views
- 35M+ — Likes
- 100 — Creators
- 15,000+ — KM Driven