MAM
Frederick Castro Joins Acme group as sr VP, head of corporate communications
MUMBAI: Senior corporate communications professional Frederick Castro has joined Acme group as senior vice president and head of corporate communications, leading the organisation’s brand marketing, investor relations, digital strategy, and corporate communications as part of its ambitious diversification agenda.
With over 20 years of experience in corporate communications, public relations, and reputation management, Castro has worked across multiple sectors, driving impactful business narratives for leading Indian and global organisations.
Prior to his latest appointment, he served as vice president and group head of corporate communications at JSW Group for seven years, where he was instrumental in repositioning the conglomerate from a legacy steel company to a diversified business entity with interests across B2B, B2C, and technology ventures. His tenure saw the group’s expansion into consumer businesses, electric vehicles, sports, education, realty, e-commerce, and technology investments, while also leading JSW Infrastructure’s Rs 2,800 crore IPO campaign.
Before JSW Group, Castro was global head of corporate communications at Sun Pharmaceuticals, where he spearheaded communications and crisis management during the company’s $4 billion acquisition of Ranbaxy. He also played a pivotal role in Sun Pharma’s rebranding and reputation-building initiatives across 60 countries,
His professional journey spans roles in Reliance ADA Group, Go Airlines (Wadia Group), and Prism Johnson (Rajan Raheja Group), along with experience in public relations agencies such as Integral PR, Ketchum Sampark, and Hill+Knowlton Strategies. Over the years, he has successfully managed PR campaigns for globally renowned brands including ITC, Coca-Cola, Lafarge, Diageo, and Hitachi.
A specialist in reputation management, stakeholder perception, and digital advocacy, Castro has extensive expertise in financial communications, IPO campaigns, ESG initiatives, and workplace transformation strategies.
With his appointment at Acme group, Castro will play a key role in enhancing brand reputation and driving communication strategies as the company embarks on a new phase of business expansion.
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.
