MAM
Harjyot Singh Arora gets fizzy APAC promotion at PepsiCo
GURUGRAM: Pop the cap and pour one out—Harjyot Singh Arora has just landed himself a promotion that’s anything but flat. After six years of navigating PepsiCo’s labyrinthine beverage empire, the marketing maven has been crowned head of media, digital and investments for the entire Asia-Pacific region. It’s the kind of career trajectory that would make even Mountain Dew enthusiasts feel caffeinated.
Arora’s ascent through PepsiCo’s Bangkok headquarters reads like a masterclass in corporate agility. Since joining in 2019, he’s ping-ponged between roles with the energy of a shaken fizzy drink. His previous stint as sector lead for media, data and commerce capabilities saw him juggling everything from consumer analytics to thought leadership—presumably without dropping the ball, or the bottle.
But it was his 17-month spell as category lead for flavoured carbonated soft drinks that really showcased his mettle. Leading the charge for 7UP and Mountain Dew across Asia’s business unit, he shepherded innovation pipelines and propped up profit-and-loss statements from Thailand to Timbuktu (or at least the parts of Asia that matter to PepsiCo’s bottom line). Before that, he piloted the launch of functional juices in south-east Asia.
His pre-PepsiCo CV is equally colourful. Stints at Kansai Nerolac Paints, Mahindra Group and Starcom MediaVest Group gave him the chops to tackle brand strategy, media buying and consumer engagement. He even flogged ice cream for Allanasons’ London Dairy brand—proof that selling frozen treats in Mumbai’s sweltering heat requires a cool head.
Now ensconced in his new perch, Arora will oversee how PepsiCo splashes its cash across advertising, digital channels and strategic investments throughout APAC. It’s a role that demands equal parts data wizardry, strategic nous and the ability to keep multiple brands bubbling along nicely. With his track record of squeezing results from tight margins and fizzy categories alike, PepsiCo has clearly bet on the right bottle. Cheers to that.
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.
