Kia India has partnered with HYBE INDIA as the exclusive automotive partner for its first-ever large-scale auditions aimed at discovering and launching India’s next global girl group. The collaboration marks a convergence of global entertainment and brand-led cultural engagement, bringing international opportunities closer to young Indian talent.
The initiative is part of HYBE’s globally established ‘multi-home, multi-genre’ strategy, under which the company plans to localise its artist development model in India. Known for building globally successful acts such as BTS and KATSEYE, HYBE is now looking to tap into India’s growing pool of talent and shape the next generation of global performers.
At the core of the partnership is a nationwide audition program spanning 10 Indian cities including Mumbai, Delhi, Bengaluru, and Kolkata alongside five international locations targeting the Indian diaspora. In addition, online auditions will remain open from March 31 to July 31, creating a hybrid and inclusive talent discovery platform that extends beyond geographical boundaries.
For Kia India, the collaboration aligns with its positioning as a youthful and culturally relevant brand. The automaker is integrating itself into the experience through immersive on-ground activations, most notably the ‘Kia Engagement Zone’, housed inside the 2026 Kia Syros. This in-car setup allows participants and attendees to record and instantly create high-quality, shareable performance content, transforming the vehicle into a creative space.
Complementing this, HYBE INDIA will host ‘Pop-Up Parks’ across key cities such as Guwahati, Mumbai, Pune, Hyderabad, Bengaluru, and New Delhi. These experiential hubs are designed to bring together music, fandom, and youth culture, while prominently showcasing the Kia Syros as part of the overall engagement. The activations are expected to build strong on-ground and digital traction, especially among Gen Z audiences.
Commenting on the partnership, Mr. Atul Sood, Senior Vice President – Marketing & Sales, Kia India, said, “Kia India’s collaboration with HYBE INDIA reflects a shared understanding of how culture, creativity, and youth aspirations are evolving today. As a youthful and progressive brand, we are inherently aligned with the mindset of a new generation, and this partnership, a natural extension of this ethos, allows us to engage with a creative landscape where expression, identity, and global relevance are shaping aspirations. It reinforces our commitment to staying connected with the cultural pulse of our consumers and building a brand that is both future-ready and meaningful.”
“Our partnership with Kia India is driven by a shared vision to identify and empower emerging female talent in music and entertainment,” said Sarthak Arora, Head of Business Development at HYBE INDIA. “As youth aspirations continue to evolve with a growing emphasis on global perspectives, connectivity and a strong sense of self, this collaboration enables us to build a meaningful platform that helps further unlock India’s potential on a global stage.”
