MAM
MindShare USA closes gap with top ranked Starcom Mediavest
MUMBAI: In India, it might be miles ahead but WPP group’s media behemoth MindShare is not Number One in the US. That is not to say it is not on its way to closing the gap with top ranked Starcom MediaVest group (owned by Publicis).
As part of its efforts to emerge as the largest US media buying entity in 2003, MindShare has taken in more than $500 million in media billings from new business gains in the first half of 2003. A report in mediapost.com says this has been the strongest performance in a year where major shifts have been conspicuous by their absence.
Starcom MediaVest meanwhile, has sustained a net media billings loss of more than $150 million, according to the first half 2002 edition of the MAP Barometer.
According to Advertising Age estimates based on RECMA (Research Reports on Media Agency Networks), MindShare placed $8.65 billion in US media buys during 2002. By comparison, Starcom MediaVest placed $10.85 billion.
After MindShare, Omnicom’s PHD unit and Publicis’ Zenith Optimedia group, rank as the next best net new business winners, with more than $200 million in incremental billings through the first half of 2003.
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.
