MAM
‘What’s On India’ unveils its first ad campaign
MUMBAI: TV guidance channel What‘s On India has unveiled its first advertising campaign as part of its integrated strategy to reach out to its target viewers.
The focus of the campaign is to enhance and build awareness on the recently launched channel and educate viewers in major markets on the TV guidance proposition.
The campaign uses a solution based approach and targets the rampant unplanned viewing sessions for most TV viewers. The value proposition at the heart of this campaign is on how the What‘s-On-India channel helps viewers choose the best programmes at any point of time during the day.
Beginning with Mumbai and Delhi, the campaign is being leveraged in outdoor media at prominent locations throughout the two cities. While the campaign has utilised bus shelters and hoardings as its medium in both Mumbai and Delhi, mobile vans and unipoles have additionally been used in Delhi. The second leg of the ad burst will move to digital, mobile and social networking media.
Commenting on the campaign, What‘s On India channel head Shalini Behl, “In spite of the fact that television guidance is a new concept in India, we are happy with the reactions, feedback and level of usage from the early adopters. The brand‘s aggressive plans in the weeks to come are focused on jumping up the adoption rates. While the channel has embarked on various routes to engage viewers before, this advertising campaign is primarily to create awareness and education for the channel.”
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.
