MAM
Artist Santanu Hazarika’s sneaker collaboration sells out rapidly
Mumbai: In an unprecedented phenomenon, renowned artist Santanu Hazarika and homegrown lifestyle brand Comet’s latest collaboration – a capsule collection of 300 pairs of sneakers – rapidly sold out within only two hours of its drop, marking the very time a homegrown sneaker collaboration has sold out in record time!
Comet, a trailblazing force in the sneaker industry, is renowned for its bold designs and innovative approach to footwear. With a commitment to pushing boundaries and embracing creativity, Comet has carved a distinct identity in the world of streetwear. Their collaboration with renowned artist and sneakerhead Santanu Hazarika signifies a fusion of rebellious expression and artistic vision. Through this partnership, Comet continues to redefine the sneaker landscape, offering consumers a unique blend of style, substance, and self-expression.
A name synonymous with the sneaker culture in India, Santanu had recently joined hands with Comet for the sneaker line. The collaboration was not just cool kicks but embodied the dynamic convergence of underground art, pop culture, and the sneaker revolution married with rebellion and expression. Taking inspiration from punk, heavy metal and anti-establishment sentiments, where the shoes featured vivid colours and design elements like thorns, a shooting star with an eye, and collar tabs that spelt out ‘Silent’ and ‘Scream’ to symbolise voices that have always echoed in silence. The line perfectly reflected Santanu’s sketchbook style and a disciplined expression that harmonised the silence of rebellion with a loud, unapologetic scream, striking a chord with the audience.
The sneaker line went live last Thursday on the brand’s website and was off the shelves in a record time of two hours, thereby underscoring the audience’s anticipation for the collection.
Talking about the success of this drop, Santanu shared, “As an artist, having my sneaker line was on my bucket list, so this is like my childhood dream come true! During the designing process, I had complete creative liberty. But naturally, there was some nervousness about this first-time collaboration. So, a complete sellout in only a few hours was definitely surprising! This has made me truly believe in the power of community.”
“We are thrilled and humbled by the overwhelming response to our collaboration with Santanu Hazarika. The lightning-fast sellout of our limited edition drop in just two hours is a testament to the acceptance we as a brand have received from the vibrant community we are building with Comet. We are honoured to see the enthusiasm and passion our customer base has created for self-expression and creativity. This achievement only strengthens our commitment to nurturing a community where authenticity thrives and consumers are encouraged to embody our brand ethos of “Never Shy, Never Sorry’,” remarked Comet founder Utkarsh Gupta.
BigBang.Social chief executive officer Anurag Iyer, added, “BigBang Social is proud to be the force to facilitate this association between Santanu and Comet, an ultimate combination of an extraordinary artist and a sought-after homegrown brand. Through the creator economy, we’re unleashing a tidal wave of creativity and innovation that knows no bounds. In this new-age digital economy where creators play an integral part in shaping culture, inspiring change, and building communities, we believe in empowering them to own their language and monetising their passions that foster a richer, more diverse cultural landscape.
Santanu intends to foray into the gaming industry and tech merchandise with his designs. The artist plans to launch esports jerseys, gaming gear, and all sorts of electronic gadgets.
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.
