Kia and HYBE INDIA Join Forces for Landmark Global Music Auditions

Kia India has announced its partnership with HYBE INDIA, as the exclusive automotive partner for their first-ever-large-scale auditions, aimed at discovering and launching India’s next global girl group. The collaboration brings together global entertainment and on-ground cultural engagement, creating a platform that connects young Indian talent to a wider international stage.

By associating with a platform that nurtures emerging talent, Kia India aims to strengthen its connect with a generation that values identity, innovation, and cultural influence. HYBE INDIA will localize the artist development approach, known for discovering, training and building internationally successful acts, for India. The company now sets its sights on India to discover and develop the next generation of global stars, following the footsteps of acts like BTS and global girl group KATSEYE.

At the heart of this collaboration is the ‘Kia Engagement Zone’, uniquely housed inside the 2026 Kia Syros and set to feature at HYBE INDIA Pop-Up Parks across cities, positioning the model as the centerpiece of this initiative. This unique in-car content creation setup, in the Kia Syros, enables audiences to record and instantly create high-quality, shareable performance videos. The immersive experience transforms the vehicle into a space for creativity and self-expression, reinforcing Syros as a symbol of innovation, aspiration, and next-generation mobility.

Kia India will amplify these experiences at the HYBE INDIA Pop-Up Parks across key cities, creating vibrant hubs for music, fandom, and youth culture. These activations will take place in Guwahati (02 May), Mumbai (09 May), Pune (16 May), Hyderabad (23 May), Bengaluru (30–31 May), and New Delhi (13–14 June), followed by on-ground auditions. Each location will prominently showcase the 2026 Kia Syros, seamlessly integrating the brand into the cultural experience while driving deeper engagement with young audiences.
 

The on-ground auditions will span 10 cities across India: Guwahati, Mumbai, Pune, Hyderabad, Bengaluru, Delhi, Chennai, Ahmedabad, Kolkata, and Chandigarh, alongside 5 key global stops targeting the India diaspora. In parallel, HYBE INDIA auditions will also be open online from March 31 to July 31, providing a global stage for Indian talent. Unlike traditional talent hunts, this initiative is designed to create a global pathway for Indian youth, enabling participants to move beyond local discovery to international opportunities.
 

This partnership reflects Kia India’s evolution as a future-ready brand that connects with youth beyond mobility. By engaging with ambition at its earliest stage, Kia is building deeper cultural relevance with a generation that values creativity, identity, and global exposure.
 

With this collaboration, Kia India reinforces its position as a young, progressive brand shaping culture and enabling journeys that go beyond the road. The company will continue to explore more such opportunities in the future to deepen its connect with new-age audiences and drive meaningful cultural engagement.

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