MAM
Kelvinator brings ‘Summer Paused’ activation to Mumbai
Three-day Carter Road stunt targets Gen Z with immersive cooling experience.
MUMBAI: Mumbai’s heat may be relentless, but Kelvinator has hit pause, quite literally. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning the city’s sweltering summer into a live demonstration of its Heavy-Duty air conditioners. The idea is simple, don’t just claim cooling, stage it. At the heart of the installation is a performer frozen mid-motion, surrounded by artificial snow and icy visual elements. The visual contrast against Mumbai’s humid coastline is hard to miss and harder to scroll past. It’s designed as a physical metaphor for the brand’s cooling promise, translating product performance into something audiences can see, feel and share.
The three-day activation leans heavily into participation. Visitors can engage with formats such as ‘Break the Freeze’, ‘Brain Freeze’ and ‘The Staredown’, nudging them from passive spectators to active participants. An Instagram-led mechanic further extends the experience, encouraging on-ground content creation and amplifying reach beyond Carter Road’s footfall.
The campaign is clearly aimed at younger, digital-first consumers Gen Z and millennials who frequent high-traffic social spaces and are more likely to engage with immersive, shareable experiences. In a category often dominated by functional messaging, Kelvinator is betting on spectacle to cut through seasonal clutter.
Behind the theatrics sits a broader product push. The new range of air conditioners is positioned around smart technology, energy efficiency and performance tailored to India’s increasingly extreme climate conditions framed as cooling that adapts rather than simply operates.
With ‘Summer Paused’, Kelvinator is attempting to shift the conversation from appliances to experiences, where the proof, quite literally, stands still.
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.
