Kia India has taken a bold step beyond automobiles by partnering with HYBE India to support the country’s first large-scale global music audition platform. This collaboration aims to discover and nurture India’s next global girl group, connecting aspiring talent with international opportunities and redefining the intersection of mobility, culture, and entertainment.

PARTNERSHIP DRIVEN BY YOUTH AND CULTURE

The collaboration reflects Kia India’s focus on staying relevant with younger audiences by aligning with creativity, self-expression, and global aspirations. HYBE India, known for its global success in developing artists, will localize its proven “multi-home, multi-genre” strategy to identify and train Indian talent for the global stage.

With the rise of global music movements and increasing international exposure for Indian artists, this initiative creates a strong pathway for emerging performers to reach worldwide audiences. The platform is inspired by the success of globally recognized acts and aims to replicate that impact with Indian talent.

IMMERSIVE EXPERIENCES WITH KIA SYROSA

key highlight of this partnership is the introduction of the ‘Kia Engagement Zone’, an innovative in-car content creation setup housed inside the 2026 Kia Syros. This unique feature allows participants to record and share high-quality performance videos instantly, transforming the car into a creative hub for expression and storytelling.

The experience will be brought to life through HYBE India Pop-Up Parks across major cities, including Mumbai, Pune, Hyderabad, Bengaluru, and New Delhi. These activations will create vibrant cultural spaces blending music, fandom, and automotive innovation.

PAN-INDIA AND GLOBAL AUDITION REACH

The auditions will span 10 Indian cities such as Delhi, Chennai, Kolkata, and Chandigarh, along with five global locations targeting the Indian diaspora. Additionally, online auditions will remain open until July 31, allowing participants from across the world to apply and showcase their talent.

This hybrid approach ensures accessibility and inclusivity, making it easier for young aspirants to participate regardless of location.

KIA’S EVOLUTION BEYOND MOBILITY

This partnership marks a strategic evolution for Kia India, positioning the brand as more than just an automaker. By engaging with youth culture and creative platforms, Kia is strengthening its identity as a progressive and future ready brand

The initiative also highlights how brands are increasingly integrating with entertainment and lifestyle sectors to build deeper emotional connections with consumers.