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Law & Kenneth wins Kent RO Systems’ creative duties
MUMBAI: Kent RO Systems, the makers of water purifiers, has appointed Law & Kenneth to handle its creative account. Glaze Ads is the incumbent agency.
Says Law & Kenneth chief executive officer and managing partner Anil S Nair, “Kent RO is one of the few home grown companies which has taken on multinational brands like Hindustan Lever, Whirlpool and Philips.”
The new campaign features a series of five television commercials. While the first set of ads talks about the unique three-stage purification process and other features of the product; the next set will use stories around the consumer‘s life to build awareness about impure water being a major source of most diseases.
Talking about the strategic shift in the commercials, Nair adds that the television campaign is being supported by print. “It will take a larger shape from May, with educational programmes at the buying level and digital promotions as the monsoon sets in,” he says.
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.
