MUMBAI, INDIA — This Valentine’s Day, Hyundai India is flipping the script with #PickYouUp — a campaign that champions love through actions rather than words.
Ride-hailing services and instant bookings have made getting from one place to another effortless. But Hyundai recognized a deeper truth: the act of picking someone up, waiting outside a school, driving across town in the rain, or ensuring a loved one gets home safely is one of the most powerful, yet overlooked, expressions of love.
With this insight, Hyundai launched a nationwide storytelling movement, inviting people across India to share their #PickYouUp moments – those instances where love wasn’t just spoken but shown through thoughtful, everyday actions.
Launched on February 4, the campaign quickly gained momentum, with an outpouring of heartfelt stories flooding in. Each submission painted a vivid picture of love in its purest form—real, unfiltered, and deeply moving. What started as a simple idea soon evolved into an organic celebration of care, trust, and commitment.
Reflecting on the impact of the campaign, 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.”
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Adding to this, 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.”
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.”
As a culmination of the campaign, Hyundai handpicked five of the most touching submissions and transformed them into a powerful video, released on February 12. This heartfelt film captured the soul of #PickYouUp through raw, real-life stories, reminding audiences that love isn’t always about words.
