MAM
Zirca launches integrated native ad mgmt platform ContentdB
MUMBAI: Zirca Digital Solutions has announced the launch of Asia’s first native advertising management platform, ContentdB. The platform is designed to help manage content campaigns across multiple discovery, social, search networks and publishers.
ContentdB’s genesis has been fuelled with Zirca’s strong belief that efficiency is an essential element when making a strong value proposition. ContentdB is essentially a dashboard interface, which brings all campaign reports in one place to ascertain how the users respond to the same information differently, thus, allowing brand marketers to optimize and make their investment give better results. It gives marketers access to a one-stop destination to understand the performance of all their native advertising content.
“Most marketers are fairly successful at putting out engaging content; the fact that they are not able to optimize across the different platforms reduces the value they can get from their campaigns. ContentdB provides them with a single window platform from which they can monitor their campaigns on a comprehensive dashboard. Marketers can, thus, get a unified view of multiple campaigns and platforms that will help them make an informed decision about the efficiency of their campaigns, thus saving them time, effort and money while managing their campaigns,” says Zirca CEO and director Neena Dasgupta.
“The internet at one point was all about platforms and there was very little focus on content that made the right kind of impact. The industry is now far more evolved and understands the value of impactful content and how it contributes to a brand’s perception online,” adds Zirca MD Karan Kumar Gupta.
“Technology, thus, plays a very important role in such an industry. While most technologies are focused on delivery of content, ContentdB is uniquely poised to focus on right amplification and optimization to bring campaign efficiency, so that the marketer can evaluate how effective the brand’s content is, in building brand awareness. The platform evaluates how well the content resonates with the brand’s end consumer from one publisher to another, setting a new trend.”
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.
