Mumbai, February 13, 2025 – India: Love is often expressed through grand gestures and poetic words, but sometimes, the purest form of love lies in the simplest actions. This Valentine’s Day, Hyundai India sought to shift the narrative with its heartwarming campaign, #PickYouUp—a celebration of love through actions, not just words.
In today’s fast-paced world, convenience often takes precedence. Ride-hailing apps and instant cab bookings have made transportation effortless, yet the act of voluntarily picking someone up remains an unspoken testament to genuine care. Hyundai recognized this as the truest expression of love—whether it’s a parent waiting outside school, a friend driving across town in the rain, or a partner ensuring a loved one reaches home safely.
To capture the essence of this love language, Hyundai initiated a nationwide storytelling movement. Rather than crafting a scripted narrative, Hyundai opened the floor to people across India, encouraging them to share their personal #PickYouUp moments—those times when love was felt not through words, but through actions.
The campaign was launched on 4th February and the response was overwhelming. Within a week, Hyundai received heartfelt stories, each showcasing love in its most genuine form. The initiative turned into a heartwarming celebration of care, trust, and commitment, resonating deeply with audiences.
Reflecting on the impact of the campaign, Mr. Virat Khullar, Head of Marketing, Hyundai India, shared, “With the #PickYouUp Valentine’s Day campaign, we set out to capture the true essence of love—the small yet meaningful gestures that uplift our loved ones. By turning the spotlight on real stories from people across India, we’ve created a heartfelt celebration of the unspoken love language. This campaign is a tribute to the moments that truly matter, reinforcing our commitment to connecting with our customers in the most authentic and emotional way.”
Adding to this, Mr. Gaurav Arora, Co-founder of Social Panga, the creative agency behind the campaign, commented, “The simplest gestures often hold the deepest meaning. #PickYouUp was about recognizing those moments of unspoken love and care. By engaging real people and their stories, we didn’t just create a campaign—we connected to a message of the masses.”
Mr. Jaeho Yoo, CEO & MD, Innocean India, further mentioned, “A great campaign is one that connects emotionally and reaches the right audience. With #PickYouUp, we ensured Hyundai’s message of love and care was amplified across digital platforms, helping it strike a chord with people across the country.”
To bring this movement to life, Hyundai hand-picked five of the most touching submissions and transformed them into a powerful video. Released on February 12, this film captured the essence of #PickYouUp through authentic, people-driven storytelling. The heartfelt video struck an emotional chord, reminding viewers that love isn’t always spoken—it’s often shown through the simplest of acts.
A Grand Finale Celebrating Everyday Love
With #PickYouUp, Hyundai India didn’t just create a Valentine’s Day campaign—it redefined how love is celebrated. By shifting the focus from extravagant gestures to everyday acts of care, Hyundai reminded us all that love is best expressed not just in words, but in showing up, time and time again.
