MAM
Idea cellular fights deforestation; rolls out new campaign
MUMBAI: Idea Cellular has launched a new television campaign under its ‘What An Idea Sirji‘ series.
Conceptualized by Lowe Lintas, the new campaign plays around the theme, ‘use mobile, save paper‘.
Says Idea Cellular chief marketing officer Pradeep Shrivastava, “The new campaign positions mobile as an idea to eliminate huge wastage of paper. It is led by a TVC which will be followed by out-of-home, print, radio and ground activation. The promotions will be active for three months in both rural and urban markets to create the right impact.”
The TVC revolves around protagonist Abhishek Bachchan, the lone surviving tree in a forest cut down to feed paper mills. He falls upon the idea of how mobile phone could be used as a replacement for paper, thus, negating the need to indiscriminately cut trees and consequently save the environment.
Says Lowe Lintas creative director Ashwin Varkey, “This is the sixth in the ‘What an Idea Sirji‘ campaign. The theme focuses on an idea which impacts people at large. In the ad, we try to provide a telephony solution for problems which appear to be complex in nature, but at the end isn‘t complex. The advertisement revolves around how by the use of mobile phones, trees can be saved which is the need of the hour.”
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.
