MAM
Ankit Desai rejoins Marico as media & digital marketing head
Mumbai: Disney+ Hotstar’s former executive Ankit Desai has joined Marico as head – media and digital marketing (India & global centre of excellence).
Desai had quit the FMCG major in 2019 to join Disney+ Hotstar as vice president and head – product revenue strategy (entertainment). He spent close to three years at the streaming platform.
Armed with nearly 18 years of professional experience, Desai is a media professional with expertise in digital marketing, strategic media planning/buying and revenue strategy.
He joined Marico in March 2011 as media manager before getting elevated as group media manager – India in 2014. Before Marico, he was with NDTV, where he was in charge of marketing, communication, and brand management. He has also worked with GroupM as media planner and with Dainik Jagran as ad sales executive.
Desai has completed his PG in advertising from Symbiosis International University in 2006.
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.
