ITV News
Hyundai delivers massive campaign for ICC Men’s T20 World Cup 2026
Innocean India drives 253 million reach and over 856 million engagements for the brand.
MUMBAI: Hyundai has played a perfect innings during the ICC Men’s T20 World Cup 2026 scoring big both on and off the field. Innocean India, Hyundai Motor Company’s master agency for its global ICC partnership, executed a high-impact integrated campaign that reached 253 million unique users across social media platforms and generated over 856 million engagements.
Anchored in the powerful platform ‘Deewane India ka Deewana Humsafar’, the campaign celebrated the passionate connection between cricket fans, the tournament, and Hyundai under the theme of ‘Deewanapan’. It successfully translated the global partnership into a deeply local and immersive experience through broadcast, stadium presence, on-ground activations, and digital engagement.
Hyundai maintained a dominant on-ground presence with integrations during coin tosses, team dugouts, team buses, and in-stadium car displays. High-frequency visibility was achieved through stumps, pitch mats, LED perimeter boards, replay screens, and sight screens.
Beyond visibility, the campaign created real access and participation. Key experiences included Trophy Walkouts, mid-innings pitch inspections, “Beyond the Boundary” hospitality, and an exclusive net session with ICC legend Robin Uthappa. The nationwide Hyundai Trophy Connect initiative took the trophy across cities for fan engagements, while a performance-driven test drive programme generated over 16,500 test drives and 61,000 enquiries. The “Sabse Bada Deewana” contest gave lucky fans once-in-a-lifetime access to the final.
The campaign delivered strong measurable impact: 132 million TV reach, 800 million CTV impressions, and 845 million+ digital views.
Hyundai Motor India Ltd., head of marketing Virat Khullar said, “Cricket has unmatched emotional resonance in India. We focused on going beyond visibility to create meaningful moments of participation and access for fans.”
Innocean India, Jaeho Yoo, CEO & MD of added: “By integrating presence, participation, and real-time engagement, we created a cohesive narrative that became part of how fans experienced the tournament.”
Executed through Innocean India’s Unified Marketing OS, the campaign seamlessly blended strategy, creative, digital, content, and on-ground experiences into one powerful ecosystem.
When cricket fever sweeps the nation, Hyundai didn’t just sponsor the World Cup, it became a passionate Deewana alongside millions of fans, delivering both scale and memorable brand moments. A masterclass in turning a global partnership into a truly Indian celebration.
ITV News
Paroma Dayal joins dentsu as VP, sports, e-sports, gaming & live experiences
Senior leader to steer brand partnerships and live experiences in fast-evolving space
MUMBAI: Paroma Dayal has taken on a new role at dentsu as vice president for sports, e-sports, gaming and live experiences, signalling the agency network’s sharpened focus on high-growth content ecosystems.
In her new position, Dayal will lead strategic expansion across sports and gaming, working at the intersection of brand partnerships, live experiences and integrated marketing solutions. The mandate reflects a broader industry shift where fandom, content and commerce increasingly converge.
Dayal brings over 15 years of experience spanning digital platforms, broadcast networks and advertising sales. Most recently, she served as senior client partner for APAC at Quora, where she worked on business strategy and client growth across the region.
Before that, she was associate director at MX Player, overseeing monetisation and brand solutions for MX Player and MX Takatak. Her earlier stint at Viacom18 Media Private Limited saw her rise to senior manager and group head north for ad sales and brand solutions across youth, music and English entertainment channels.
She also held roles at Viacom, managing advertising sales for brands such as MTV, VH1 and Comedy Central, and began her career with stints at Star India Pvt Ltd, India Today and NDTV.
Academically, Dayal completed an executive MBA from UCLA Anderson School of Management in 2024, adding formal training in brand management and digital marketing to her hands-on industry experience. She is also a graduate of Jesus and Mary College in New Delhi.
Her appointment comes at a time when brands are doubling down on sports and gaming as cultural touchpoints, not just media channels. With Dayal at the helm, dentsu appears set to play a more active role in shaping how brands show up in these fast-moving arenas.
