Hyundai Motor India has rolled out a campaign featuring Shah Rukh Khan to showcase its 30-year association with the actor as brand ambassador.

This is part of its ongoing campaign celebrating 30 years in India. 

The film opens with Khan driving a Creta on a highway. He spots a lady asking him for a lift, stops next to her, and delivers an adapted version of a line of dialogue from his film Dilwale Dulhania Le Jayenge. She's soon joined by a man next to her who asks for his keys. Khan states that it's his Hyundai, to which the lady replies 'not anymore'. She states that they don't have approval for the contract and drives off in the car. Khan states he's willing to do anything to retain the partnership and ends up calling Tarun Garg, MD, and CEO, Hyundai Motor India. He complains to him only to hear that 'Hyundai is making some big changes' with Garg hanging up on him. Khan is concerned that he is being replaced - and dials Garg again. Garg replies to Khan with the latter's movie dialogue 'Main Hoon Na'. Soon after, the lady returns with Khan's new car, an Ioniq 5. Khan dials Garg to thank him, and the duo discuss the last 30 years while stating the next 30 will be 'epic'.

What we think about it: Moves away from the traditional automobile advertising to reveal how the South Korean-based car manufacturer is betting big on India, while retaining Khan as the brand ambassador.

The film was released on 17 July.