Hyundai unveils India's biggest Lego Bricks installation for EXTER

 Hyundai Motor India Ltd, India’s First Smart Mobility Solutions Provider and the largest exporter since its inception, unveils the country’s Largest Outdoor Installation made of LEGO bricks to showcase the dynamic Hyundai EXTER. This first-of-its-kind outdoor Installation is crafted for customers to reimagine and experience the Hyundai EXTER at Cyberhub, Gurugram. The month-long display is poised to captivate and engage audiences as it redefines Installation Marketing in the automobile industry. The extraordinary display intends to showcase Hyundai EXTER in a fascinating and engaging way and also provide a distinctive positioning to the brand's "Think Outdoor. Think EXTER" communication.

 

Commenting on the initiative, Mr. Virat Khullar, Vertical Head, Marketing, Hyundai Motor India Ltd., said, "At Hyundai, we are always in pursuit of new and innovative means that engages and excites our consumers. We are immensely excited to unveil this innovative outdoor LEGO Bricks Installation purely made of 3,02,406 LEGO Bricks by talented LEGO Artists and AFOLs (Adult Fans of LEGO). This installation takes centre stage in our Hyundai EXTER Launch Campaign, redefining outdoor marketing and brand connection.

 

Outdoor Installation Marketing has always been a key pillar to entice and connect with our consumers, effectively conveying the very soul of our brand. An exemplar of this creative endeavour is our Outdoor LEGO Bricks Installation for Hyundai EXTER. With this new initiative we are simply disrupting the take on outdoor installation, emphasizing "Think Outside. Think EXTER"

 

This Hyundai EXTER LEGO Bricks Outdoor Installation is completed in a small span of 4 Days, winning the Asia Book of Records and India Book of records for the title of ‘Largest Hoarding made using LEGO Bricks’. A staggering 302,406 LEGO bricks have been expertly orchestrated to form this masterpiece, a testament to the passion and talent of 28 skilled LEGO Artists who have dedicated over 1200 Hours of creation. Adult Fans of LEGO (AFOLs), who are masterful LEGO Artists, have brought this vision to life, ushering in a new era of outdoor Installation. This endeavour is not only a testament to Hyundai's commitment to pushing boundaries but also a record-breaking feat. The activation is on display from August 19 till September 17, 2023 at Cyberhub, Gurugram.

 

Hyundai EXTER stands as a symbol of modernity and exploration, designed to captivate the free spirit of India’s Gen MZ customers. “Think outside. Think EXTER”, the key brand communication, encapsulates the essence of wanderlust and exploration that drives this entry SUV. With striking design embodying ‘Sensuous Sportiness’ identity, advanced technology, and segment-leading safety and comfort features, EXTER redefines benchmarks in its segment.

 

Hyundai Motor India Ltd. (HMIL), a wholly owned subsidiary of Hyundai Motor Company (HMC), is India’s first smart mobility solutions provider and the number one car exporter since its inception. Hyundai’s global brand vision of ‘Progress for Humanity’ creates a sustainable outlook for future generations by offering mobility solutions with industry leading technology.

 

HMIL presently operates with a robust network of 1 350 sales points and 1 520 service points across India. The strong model line-up consists of 13 car models across segments, Grand i10 NIOS, i20, i20 N-Line, AURA, EXTER, VENUE, VENUE N-Line, VERNA, CRETA, ALCAZAR, TUCSON, KONA Electric and all-electric SUV IONIQ 5. HMIL’s fully integrated state-of-the art manufacturing plant near Chennai boasts advanced production, quality, and testing capabilities. Hyundai Motor India Ltd. also forms a critical part of HMC’s global export hub with exports spanning 88 countries across Africa, the Middle East, Latin America, Australia, and Asia Pacific.