MAM
M&C Saatchi India unveils design specialist company ‘id’
MUMBAI: M&C Saatchi India has launched a brand design specialist company ‘id‘. Brand design director Hemant Sapre will head the company that will have a staff of eight members initially. Brand design director Delhi Amardeep Singh will be supporting Sapre in this endeavour.
The company will be headquartered in Mumbai with a branch in Delhi. ‘id‘will be responsible for services including brand design strategy, design architecture and expression to design implementation. M&C Saatchi India executive director Suranjan Das will be responsible for business development.
“The launch of ‘id‘ underpins our endeavour to be a media neutral communications company. Design is rapidly evolving in India as a very effective tool of communication and we felt the time was ripe to enter this segment. Sapre has excellent credentials. We have very high expectations from him and the team,” says M&C Saatchi Group India chairman Kamal Oberoi.
Sapre has been associated with M&C Saatchi for the last two years. He has also worked with DMA Branding, Collage- the brand design specialisation of RK Swamy BBDO and Contract Advertising.
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.
