MAM
Initiative India wins 4 awards at FOMA 2020
NEW DELHI: Mediabrands’ full-service media agency, Initiative India, has won four awards at Festival of Media Asia 2020, including one gold in the Effectiveness category for Dettol “India’s first hygiene parliament for children” campaigns. Initiative has also won two bronze awards for Amazon in the Best Use of Traditional Media Audio category and Dettol in the Impact category, respectively. In the next generation category, Initiative’s Kanishka Tandon has been named as one of the top five winners, globally.
Rewarding the best in media thinking, Festival of Media, is the only awards show that is dedicated to the evolution of media, that celebrates the best in media thinking and communications across the APAC region.
"I am extremely proud of the cutting-edge, strategic and innovative work that the teams continue to deliver. For creating impactful work that is recognised not only in India but at the global platform too. This victory is a demonstration that our belief in culture as a quantifiable connector of people, brands and business growth is the most effective way to keep brands relevant and help them evolve in an extremely cluttered environment," said Initiative India CEO Vaishali Verma.
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.
