Hyundai Motor India Limited announced the appointment of actor Pankaj Tripathi as its brand ambassador on Thursday, marking the company’s latest effort to connect with Indian consumers through celebrity endorsements. The partnership positions Tripathi alongside the automaker’s existing roster of brand ambassadors as the company competes in India’s competitive automotive market.

Tripathi, known for his roles in films and web series, will represent the South Korean automaker’s Indian operations in marketing campaigns. The actor stated that his first vehicle was a Hyundai, describing a personal connection with the brand that has developed over time.

Tarun Garg, Whole-Time Director and Chief Operating Officer at Hyundai Motor India Limited, said the company selected Tripathi to strengthen its relationship with Indian customers. The executive emphasized the actor’s appeal across different demographic segments and his alignment with the company’s operational values.

The appointment comes as Hyundai maintains its position as India’s second-largest car manufacturer by sales volume. The company has operated in India since 1996 and currently produces vehicles at its Chennai manufacturing facility for both domestic sales and export markets. Hyundai’s Indian subsidiary has sold over 10 million vehicles in the country since beginning operations.

Celebrity endorsements remain a standard marketing practice in India’s automotive sector, with major manufacturers regularly partnering with film actors, cricket players, and other public figures to promote their products. The strategy reflects the influence of entertainment personalities on consumer purchasing decisions in the Indian market.

Hyundai faces competition from market leader Maruti Suzuki, along with Tata Motors, Mahindra, and other domestic and international brands. The company’s Indian lineup includes models across multiple price segments, from entry-level hatchbacks to premium SUVs, targeting different consumer groups in the diverse market.

The automaker has invested significantly in its Indian operations, including recent announcements about electric vehicle production and technology upgrades at its Chennai plant. These investments align with India’s push toward electric mobility and stricter emission standards for conventional vehicles.

Tripathi’s entertainment career spans theater, films, and digital platforms, with recognition for character roles in various productions. His acting work has earned him a following across different age groups and geographic regions in India, factors that likely influenced Hyundai’s selection decision.

The partnership announcement did not include financial details or specify the duration of the endorsement agreement. Hyundai Motor India Limited operates as a subsidiary of Hyundai Motor Company, headquartered in Seoul, South Korea, and maintains its Indian headquarters in Gurugram, Haryana.

This article first appeared on Autocar

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