MAM
Max hopes to land with Rs 7.5 bn as IPL gains popularity
MUMBAI: Max, the official broadcaster of the Indian Premier League, has held back 10 per cent of its ad inventory for the semi-finals and final and will be charging a hefty premium on them.
The channel hopes to add a further Rs 500 million to its original target as the IPL grows in popularity this season, the third since its invention of a T20 league format.
Indiantelevision.com was the first to report that Multi Screen Media (formerly Sony Entertainment Television India), the company that owns and operates the Max channel, was targeting an ad revenue of Rs 7 billion this season.
Max is in negotiations to sell its remaining ad inventory at rates upward of Rs one million per 10-second spot.
Says MSM president network sales, licensing and telephony Rohit Gupta, “We have kept around 10 per cent of inventory back. We are negotiating with clients who want to come on board at this stage.”
Gupta notes that nothing else is available for advertisers. “We have completely sold out the other inventory for the IPL including Extraaa Innings,” he adds.
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.
