MAM
Dhanlaxmi Bank awards media duties to Mindshare
MUMBAI: Dhanlaxmi Bank has awarded its media duties to Mindshare. This is the first time the Bank has brought on board an agency to handle its media duties.
The account size is pegged at Rs 350 million.
Mindshare will be responsible for media planning, buying and media strategy across different mediums.
“We will launch a Kerala specific campaign in the next five days. Only conventional media that includes TV, radio and some cinema will be used for the Kerala campaign. Additionally, we will launch a nationwide campaign in June. This will include a 360 degree plan,” says Dhanlaxmi Bank marketing and communications head Sheran Mehra.
Mindshare won‘t be responsible for outdoor and activation. “The outdoor and activation side of the promotion will be allocated on a project basis,” adds Mehra.
Dhanlaxmi Bank had gone for a corporate makeover early this year. It shed its navy blue look and donned a purple look. Also, as part of the makeover, the Bank changed its spelling from Dhanalakshmi to Dhanlaxmi. It also appointed O&M as its advertising partner.
The Bank has opened 66 branches all over India in the financial year 2009-10.
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.
