MAM
Initiative India makes key level appointments
MUMBAI: Initiative India has named R Venkatasubramanian and Vishnu Sharma as senior vice presidents. Both Venkatasubramanian and Sharma will be based in Delhi.
Venkatasubramanian will oversee investments and sports while Sharma will be in charge of strategy and insights for all clients of the agency in Delhi.
Initiative India president Manas Mishra said, “These key appointments will help take Initiative into a superior level of delivering business and media solutions for clients. I look forward to welcoming Venkat and Vishnu as part of my leadership team.”
Venkatasubramanian is returning to Initiative after two shorts stints at Maxus and MPG. He earlier worked worked with Initiative for almost a decade.
Sharma is presently national head of sales, strategy and business analytics at HT Media. He has experience of more than a decade working with national brands Airtel, Hero Honda, LG and others at Group M and Madison.
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.
