MAM
Bright Outdoor eyes 20% growth in 2010
MUMBAI: It’s looking at a brighter 2010. Mumbai-hqed Bright Outdoor Media is pushing for a 15-20 per cent revenue growth in the coming year.
The company expects 50 per cent of this revenue to come from its BEST (Brihanmumbai Electric Supply & Transport Undertaking) business, the advertising rights of which it acquired recently for the period 2010 to 2013.
Says Bright Outdoor CMD Yogesh Lakhani, “We had bid very aggressively for the BEST tender and won it through a Rs 1.23 billion bid for a three-year period (2010-2013). This includes 4605 single–decker buses and 125 double-decker buses.”
Earlier, the BEST advertising rights business was held by Pioneer Publicity which had paid Rs 700 million for the period 2004-2010 for approximately 3200 BEST buses.
Lakhani says the higher bid has forced him to revise advertising rates by 10-15 per cent. Elaborates Lakhani, “We need to do this to get a return on our investment. Currently, we service approximately 600 clients in Mumbai, out of which 150 are corporates while others are local players.”
The BEST contract, informs Lakhani, will kick start from 1 April 2010. Lakhani expects TV channel and programme advertising to account for a majority of the spaces (vacancies), followed by pan masala brands, Bollywood releases and the banking sector, not necessarily in that order.
“GECs are expected to contribute about 5 per cent of the total revenue coming from BEST,” he says.
According to a source in the company, while branding on the back panel of a BEST bus is priced at Rs 8,000 for a month, the left panel is priced at Rs 4,500 for a month. The right panel is priced at Rs 5,500 for a month and a full double decker bus is priced at Rs 65,000 a month.
Bright Outdoor Media, which presently operates in Mumbai, Goa and Pune, plans to barge into the Delhi outdoors in the next six months. It owns and operates around 1500 hoardings in Mumbai city, of which 85 per cent are occupied currently, claims Lakhani. Luck sure tends to favour Lakhani.
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.
