What if Diwali preparations disappeared just hours before the festival? Hyundai Motor India and Terribly Tiny Tales (TTT), part of Collective Artists Network, turn this unusual premise into a six-part micro drama titled ‘Diwali Chori Ho Gayi!’, bringing family memories, festive traditions and an unexpected search together in a digital-first storytelling format.
The series follows the Anand family, whose Diwali morning takes an unexpected turn when they discover that all their festival preparations have gone missing. What begins as a search across the city gradually takes them through clues connected to old memories, forgotten rituals and unresolved family disagreements. As the family pieces together what happened, the story explores the relationships and traditions that make the festival meaningful.
Hyundai’s vehicles are woven into the family’s journey rather than appearing as standalone product showcases. The CRETA accompanies the Anands as they navigate the city in search of their missing preparations, while the vintage Santro carries a more personal significance, representing the family’s shared history and memories across generations.
For Hyundai, the project also reflects an effort to explore storytelling formats that match changing digital consumption habits. Virat Khullar, head of marketing, Hyundai Motor India, said: “Diwali is a time when families come together, celebrate shared traditions and create memories that stay with them for years. At Hyundai, we have been part of countless family journeys, each carrying its own stories, milestones and moments of togetherness. As audience preferences continue to evolve, we remain committed to exploring new-age content formats that enable us to connect with consumers in more authentic, relevant and engaging ways.
Micro dramas have emerged as a powerful storytelling format, combining emotional depth with the short-form content experience that today’s audiences increasingly enjoy. Through Diwali Chori Ho Gayi!, created in collaboration with Terribly Tiny Tales, we are bringing together festive traditions, family bonds and engaging storytelling in a way that feels both contemporary and relatable. The Hyundai CRETA and Santro play an integral role in the Anand family’s journey, symbolising how cherished memories and meaningful journeys continue to connect generations.”
The collaboration also marks an opportunity for TTT to take its storytelling into the branded micro drama space. Anuj Gosalia, founder and CEO of Terribly Tiny Tales, said: “Microdramas are changing how audiences discover and engage with stories, and we’re excited to explore this format with a brand like Hyundai. Diwali Chori Ho Gayi! came out of a genuinely collaborative process, where both teams shared a belief in telling stories that feel real and rooted in everyday life.
Hyundai’s openness to experimenting with a new format allowed us to build the brand into the narrative naturally, rather than around it. This is a true testament of what brands and storytellers can build together in the microdrama space.”
All six episodes are being released digitally, marking Hyundai Motor India’s entry into the festive micro drama format.
The interesting aspect of this collaboration is how it brings brand integration into a story driven by family relationships rather than conventional product messaging. By giving the CRETA and vintage Santro different roles within the same narrative, Hyundai connects its present-day offering with memories and experiences shared across generations. The move also reflects the growing opportunity for brands to experiment with episodic storytelling, where audiences have a reason to follow a narrative beyond a single advertisement. For Hyundai, the success of this format will ultimately depend on how naturally the brand remains part of the story while keeping viewers invested in the characters and their journey.
