MAM
AMFI makes waves at Maha Kumbh 2025 with high-impact OOH campaign
MUMBAI- As millions gather for spiritual renewal at Maha Kumbh 2025, another powerful message is flowing alongside the sacred rivers’ financial literacy. The Association of Mutual Funds in India (AMFI), in collaboration with Laqshya Media Group, has launched a high-impact out-of-home (OOH) campaign to bring its ‘Mutual Funds Sahi Hai’ message to over 40 crore attendees.
Leading the campaign is the fully branded Ganga Gomti Express, a train that connects Prayagraj and Lucknow, turning daily commutes into a moving billboard for mutual funds. At Varanasi Airport, AMFI’s branding dominates departure halls, boarding gates, and arrival exits, ensuring high visibility among domestic and international travellers. Along major pilgrimage routes, billboards at Lahurabeer Crossing, Pandeypur Flyover, and Lohta Highway reinforce the message, integrating financial awareness with the event’s cultural and spiritual essence.
AMFI chairman Navneet Munot, stated, “Maha Kumbh is a confluence of tradition and spirituality, much like mutual funds represent the confluence of faith and discipline in financial planning. Through this campaign, we aim to empower individuals with financial literacy, helping them understand the long-term benefits of investing.”
AMFI chief executive Venkat N Chalasani said, “Our goal is to make financial planning as accessible and relatable as possible. Through culturally relevant messaging and strategic activations, we want to inspire people to take charge of their financial future.”
Laqshya Media Limited COO Amarjeet Hudda said, “We’ve deployed a mix of static and mobile OOH formats at key transit points and city landmarks, ensuring AMFI’s message seamlessly integrates with the Maha Kumbh experience. This is not just branding—it’s about meaningful engagement.”
By blending storytelling with strategic media placement, AMFI is setting a new benchmark in experiential OOH marketing. With the Maha Kumbh drawing millions seeking enlightenment, this campaign ensures that attendees leave not just with spiritual fulfilment, but also with practical financial insights to shape a more secure future.
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.
