Hyundai Motor India has turned a traditional newspaper ad into an interactive voice experience to launch its new SUV, the Hyundai Bayon
CE DESK 
Hyundai Motor India has turned a traditional newspaper advertisement into an interactive audio experience on the front page of Hindustan Times. The campaign promotes the newly launched Hyundai Bayon and was executed in partnership with HT Media’s HT Impact Lab, Havas Media Network India and INNOCEAN India.
The print innovation appeared as a four-page jacket in Hindustan Times across key metro editions including Delhi and Mumbai on October 28, 2026.
Instead of relying solely on visual print storytelling, the front-page flap features an integrated sound module with a prominent prompt inviting readers to ‘Press here’.
When pressed, the embedded chip activates an audio message that welcomes readers to the AI world of Hyundai Bayon. The voiceover highlights key vehicle pillars: ‘AI ON’ conversational voice assistance, ‘Safety ON’ Level 2 Pro ADAS, ‘Comfort ON’ spacious interiors and ‘Performance ON’ drive tech.
The creative execution directly mirrors the central feature of the Hyundai Bayon, which launched in India as an Intelligent Utility Vehicle starting at an introductory price of Rs 9.99 lakh.
The Bayon introduces Hyundai Motor India’s first in-cabin Generative AI Voice Assistant, powered by intelligence from Perplexity and conversational voice technology from SoundHound AI, running on an NVIDIA-powered connected cockpit.
By embedding a physical audio module directly into the newsprint, Hyundai transforms a passive reading moment into an engaging product demonstration. Readers experience the car’s conversational voice capabilities right in their hands before taking a test drive.
The campaign highlights how automotive brands are pushing the boundaries of print media by fusing physical paper with sensory electronics, voice technology and high-impact placement to drive recall.
