MAM
Global ad expenditure slated to rise; Zenith Optimedia
LONDON: Global advertising expenditure is now expected to rise by a total of 3.2 per cent in 2003. These new figures released by media buying giant Zenith Optimedia indicate a slight increase on previous forecasts.
By contrast, the Zenith Optimedia report states that the television advertising market is showing no sign of recovery and is unlikely to do so until next year.
The report states that the increase has driven by growth in the US economy and a surge in demand for poster advertising around the world.
The Zenith Optimedia report states that while the situation in the US continues to improve, Europe is still some months from following the US lead.
“The US was the first in to the advertising downturn and is the first out. In Europe we’re seeing a bit of a delay. But there’s also been a bit more spending in Europe than expected,” said Jonathan Barnard, knowledge management manager at Zenith Optimedia.
In the UK, Zenith predicts growth of just 0.5 per cent on the previous year, a drop in real terms of 2.4 per cent once inflation is taken into account. Demand for press advertising remains slow with “no real growth in prospect” according to the report, with sectors such as financial advertising down 14 per cent since the beginning of the year.
The report adds that the billboard market, shot up by 17 per cent in the first quarter of the year 2003 and by 6 per cent in the second quarter. The growth, which Barnard said was chiefly down to improvements in the quality of stock offered by outdoor contractors and new advertisers using the medium for the first time, has led to Zenith raising its sector growth forecast for the year from 6 per cent to 8 per cent.
Television advertising spend will witness a growth in 2004 and this will be driven by football’s 2004 European Championships in Portugal.
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.
