MAM
Godrej Eon signs 3-year title sponsorship deal with Tour de India
MUMBAI: Mumbai-based sports management company ID Sports has roped in consumer electronics brand Godrej Eon as the title sponsor for its cycling event Tour de India (TDI) 2012 as part of its green drive to encourage people to take up cycling.
The three-year strategic partnership facilitated by Total Sports Asia will see the iconic consumer durables brand Godrej Eon as the Title Sponsor for TDI 2012 for races that will be hosted in Delhi, Mumbai and Srinagar on 4, 7 and 11 November respectively.
As part of the association, the cycling race will now be branded Godrej Eon Tour De India-2012. The event is held under the aegis of Cycling Federation of India and International Cycling Union (UCI).
The funds raised in the proceedings would be directed towards One Watt Project- an initiative to spread the message of energy conservation.
The three-year partnership will bring together larger footprint through the digital platform as ‘Godrej Eon Tour De India‘ will provide partners and enthusiasts access to the event online.
Godrej Eon COO George Menezes said, “With this initiative, we aim at making cycling a part of a popular sporting culture in the country; encourage potential cycling superstars of tomorrow by providing them with a platform and an opportunity to develop their inherent talent into a real-life profession.”
As a platform that is growing in size and impact, this year, ‘Godrej Eon Tour De India‘ will see over 60 celebrity participants, 20 teams and around 40,000 people attending the races across cities.
Commenting on the upcoming race, ID Sports Chairman and MD Akil Khan said, “We‘re thrilled to be associated with our respected partner. There‘s an incredibly strong alignment between TDI and, Godrej Eon commitments to promote cycling as a sport in India.”
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.
