MAM
Havells’ heated ad warms Maha Kumbh pilgrims amid freezing temperatures
MUMBAI: At this year’s Maha Kumbh in Prayagraj, where icy winds tested the resolve of millions, Havells and Tribes Communication unveiled a groundbreaking campaign ‘The Coolest Hot Ad’. Unlike conventional advertising, this initiative didn’t just capture attention; it provided tangible relief.
Strategically placed at key congregation points, the installation radiated heat, offering much-needed warmth to shivering devotees. The response was immediate people gathered, lingered, and spread the word, transforming the ad into an experiential attraction.
Powered by advanced thermal technology, the campaign showcased Havells’ energy-efficient heating solutions in action. Havells vice president Mukesh Jain highlighted the deeper impact, “True brand engagement goes beyond visibility. This initiative wasn’t just an ad it was an experience that brought real comfort to millions.”
The overwhelming response reinforced the power of innovation-driven advertising. Tribes Communication MD & chairman Gour Gupta described it as a fusion of tradition and technology, stating, “‘The Coolest Hot Ad’ reflects our approach to modern brand storytelling engaging, impactful, and unforgettable.”
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.
