WionDrive News Desk 
Gurugram: Hyundai Motor India Ltd, a prominent name in the automotive industry, has introduced an innovative and immersive outdoor installation crafted entirely from LEGO bricks to showcase the dynamic Hyundai Exter. This initiative aims to engage customers through impactful visual imagery and captivate audiences with a unique approach to installation marketing.
The outdoor installation, which utilizes over 3 lakh LEGO bricks and took a team of 28 skilled LEGO artists more than 1200 hours to create, marks a significant milestone in the Indian automotive industry. It is strategically located at Cyberhub, Gurugram, offering customers a chance to reimagine and experience the Hyundai Exter in an entirely new light. The display is set to run for a month and seeks to redefine installation marketing within the automotive sector.
Virat Khullar, Vertical Head of Marketing at Hyundai Motor India Ltd., expressed his excitement about the initiative, stating, “At Hyundai, we are always in pursuit of new and innovative means that engage and excite our consumers.” He highlighted the unique aspect of the installation, mentioning that it was crafted using 3,02,406 LEGO bricks by talented LEGO artists and AFOLs (Adult Fans of LEGO). Khullar emphasized that this installation plays a central role in Hyundai Exter’s launch campaign, aiming to redefine outdoor marketing and brand connection.
The Hyundai Exter LEGO Bricks Outdoor Installation, completed in just four days, has achieved a notable feat by winning recognition from the Asia Book of Records and India Book of Records as the “Largest Hoarding made using LEGO Bricks.” The intricate masterpiece is composed of an astounding 302,406 LEGO bricks, a result of the dedication of 28 skilled LEGO artists who invested more than 1200 hours in its creation. The participation of Adult Fans of LEGO (AFOLs) further underscores Hyundai’s commitment to innovation and pushing boundaries.
The installation, standing as a record-breaking feat, is on display from August 19 to September 17, 2023, at Cyberhub, Gurugram. The display not only underscores Hyundai’s dedication to creativity and innovation but also symbolizes a new era of outdoor installations, captivating the essence of Hyundai Exter’s identity and aspirations.
