MAM
Parixit Bhattacharya moves to TBWA India as group chief creative officer
MUMBAI: Omnicom‘s TBWAIndia has appointed Parixit Bhattacharya as the TBWA India group chief creative officer. His portfolio includes responsibilities of the retail and shopper marketing company The Integer GroupR, and the agency‘s recent acquisition of Magnon Group, a digital agency.
Bhattacharya joins TBWA from JWT Singapore where he was creative director working with clients such as HSBC, Johnson & Johnson and Bayer. He began his career in the planning department at Leo Burnett Mumbai in 2001 and went on to work with various agencies in Mumbai, Singapore and Dubai. His work includes campaigns where couches run amok in a city and he has also been involved with developing the world‘s first social media answering machine.
Bhattacharya has created a mobile app that can get First Aid before an ambulance and formed a society for the well-being of young homeowners. He has created cross-platform experiences for brands like Sony, Youth Olympic Games, HSBC, Kit Kat, Bajaj, Harvey Nichols, MasterCard, Fiat, KFC, Time Magazine and Heinz.
TBWAIndia Group chief executive officer Shiv Sethuraman said, “Parx has fantastic digital credentials, a global outlook, and is obsessive about integrated work that is both award-winning and ‘on brand‘. As the TBWA Group in India widens its footprint to cover the vital areas of digital as well as retail and shopper marketing, we are looking to him to take our creative work to the next level.”
Bhattacharya said, “In joining TBWA, I feel an uncanny DNA match. I hope to fit into TBWA like a pair of well-worn jeans. At TBWAIndia, my aim is to create iconic work that is synonymous with ‘creativity with a conscience‘ – work that makes the brands we build more loveable and an inseparable part of the social fabric of India.”
TBWA Worldwide creative director John Hunt said, “Parx represents a new breed of young, creative leaders – he is totally at home in the digital space and has an outstanding creative reputation. We believe he will make a great contribution to our group in India and are absolutely thrilled that he‘s joining the team.”
TBWA Worldwide president – international Keith Smith said, “We are all very excited that Parx has agreed to return to India and take on this role. His international experience will be invaluable to our team in India, and in helping them do great work in every aspect of brand-building communications.”
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
