Most brands mark anniversaries with a campaign. Havas Media India and Hyundai did something far more literal – they renamed one.
To celebrate Hyundai Motor India’s 30 years in the country, Havas temporarily transformed Radio Mirchi 98.3 FM into FM 98.Thirty – renaming the station’s entire on-air identity for the day across 20 cities nationwide. The frequency stayed the same. The number just meant something different.
The idea was clean and immediate: turn the anniversary milestone into the media itself. No separate tagline needed. No explanatory voiceover. The station name did all the work.
The activation ran with precision across prime drivetime slots – 8 to 9 AM and 6 to 7 PM – when listenership peaks and attention is genuinely captive. During those windows, listeners heard stories, memories, and milestones from Hyundai’s three-decade journey in India. A brand that entered in 1996 and has since recorded over 13.5 million units in cumulative sales, across domestic and export volumes in more than 150 countries.
Havas has been Hyundai India’s media agency for 16 years – and the campaign carries the confidence of a partnership that knows when to be subtle and when to go big. This was the latter, executed with restraint.
In an era of cluttered digital activations and forgettable anniversary films, FM 98.Thirty stands out precisely because it didn’t explain itself. It just showed up – on air, across 20 cities, for one day – and let the number speak.
