Kia India Partners With HYBE India To Launch India’s First Global Music Audition

Kia India has joined hands with HYBE India as the exclusive automotive partner for its first large-scale auditions aimed at discovering and launching India’s next global girl group.

The collaboration brings together global entertainment expertise and on-ground cultural engagement, creating a platform designed to connect emerging Indian talent with international opportunities. It also reflects Kia India’s positioning as a youthful, progressive brand aligned with creativity, self-expression, and global aspirations.

The initiative is part of HYBE’s ‘multi-home, multi-genre’ strategy, which will be localised for India to identify, train, and develop artists with global potential. The company, known for building internationally successful acts such as BTS and KATSEYE, is now expanding its focus to India’s growing talent pool.

Atul Sood, Senior Vice President – Marketing & Sales at Kia India, said the partnership reflects a shared understanding of evolving youth culture and aspirations. He added that the collaboration allows the brand to engage meaningfully with a generation shaped by identity, creativity, and global relevance.

Sarthak Arora, Head of Business Development at HYBE India, noted that the partnership is focused on empowering emerging female talent. He highlighted that the initiative aims to unlock India’s creative potential and position it on the global stage.

With this alliance, both companies are looking to build a culturally relevant platform that blends talent discovery with global scale, marking a significant step in India’s growing integration into the international music ecosystem.