MAM
PerceptH Delhi wins creative duties of Pavers England, Lakshmi Energy & Foods
MUMBAI: PerceptH Delhi has won the creative duties of Pavers England, a footwear retailer with over 100 retail outlets, and Lakshmi Energy & Foods Ltd, a global manufacturer of long-grain non-Basmati rice, for Rs 320 million.
For Pavers England, the account size is pegged at Rs 20 million. The first campaign will be for the brand‘s summer collection that will launch in April 2010. The campaign will include above the line (ATL) and shop level activities. Pavers Foresight Smart Venture, along with Forward Group, launched the Pavers England footwear brand in India in 2008.
The account size for Lakshmi Energy is pegged at Rs 300 million. Lintas, Mudra and JWT were the other agencies who had pitched for the account. The company will launch its packaged rice under the Lakshmi Foods brand name in India.
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.
