MAM
Cequity appoints Anand Siva as CIM biz head
MUMBAI: Cequity, a data-led marketing services provider of the RK Swamy- Hansa Group, has appointed Anand Siva as business head for its newly set up unit of Customer Integrated Marketing (CIM).
Siva, who was with Saatchi & Saatchi as Mumbai VP and branch head, will focus on direct relationship and one-to-one multi-channel marketing.
Cequity said in a release that it is expanding its services across the country. So far Cequity has been offering data analytics, marketing analytics solutions and on-demand analytical marketing services for a host of clients in India and the US.
Cequity CEO Swaminathan said, “The CIM unit has been set-up based on the needs expressed by our clients. There was a rising necessity to combine data and integrated marketing to build direct relationships with both customers and prospects.”
Added Siva, “I have always been impressed by a business idea that had the marking to lead the way, change the trend. The recent recession has taught the business world important lessons in cost reduction, budget optimisation and advertising expenditure rationalisation. Cequity’s business model and the potential it had to chart a new path for businesses are what got me excited.”
Siva was with Saatchi & Saatchi for over two years, where he worked on brands like Ekp, Logan, Pillsbury, Nature Valley, Ariel, Reliance, Calcium Sandoz and Otirivin.
Prior to that, Siva spent 17 years at Akshara Advertising, where he was head of the Chennai and Bangalore operations, working on brands like Intel, Nortel, Tata Plantations, Fresh & Honest Cafe (now a part of Lavazza), Aircel and Indian Airlines.
Siva enabled delivery of specialised BTL services to brands like Intel, handling their B2B, channel and special vehicle projects.
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.
