MAM
ISGEC Heavy Engineering ropes in Deepika Abrol as corp comm head
MUMBAI: Deepika Abrol, a seasoned professional with 17 years of experience in corporate communications and public relations, has recently assumed the role of head of corporate communications at ISGEC Heavy Engineering. Abrol comes with a proven track record in strategic planning, media relations, and managing corporate reputation.
Her previous role was at GHCL, where she led comprehensive communication strategies, optimising corporate reputation and enhancing visibility through traditional and digital media. Abrol has a strong background in internal and external communications, having successfully managed communication for corporate social responsibility initiatives, stakeholder engagement, and brand strategy implementation.
Abrol holds a master’s degree in English from Delhi University and has held prominent positions at various companies, including GMR Group, Tata Teleservices, and Jindal Steel & Power. Her expertise spans across media relations, crisis management, strategic alliances, and event planning.
As she steps into her new role at ISGEC, Abrol aims to leverage her extensive experience to further enhance the company’s communication strategies and brand presence.
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.
