MAM
Max to up marketing spend by 20% in IPL3
MUMBAI: Even as Max has set a target of getting an advertising revenue of Rs 7 billion, the broadcast rights holder has decided to spend 20 per cent more towards marketing of the Indian Premier League (IPL) in its third edition.
The promotional campaign for the third season, which kicked off today, is centred around the “homecoming” of the IPL. It features a series of short films shot with the team captains of the eight IPL teams.
The films have been shot by Storytellers and directed by Arun Gopalan. Apart from Sony Entertainment Television (Set) network channels, the campaign will also be aired on news channels, music channels, kids channels and regional channels.
“This is just a teaser campaign that we have launched. In February, we will launch a 360 degree full-fleged campain. Our marketing spend would be 20 per cent higher than what it was last year,” Max EVP and business head Sneha Rajani tells Indiantelevision.com.
The films highlight the theme “We missed you too” as the essence is that the teams had missed playing in India in its second season. The second season of the cash-rich T-20 series was shifted to South Africa as the government had refused to provide the security to organisers.
Through the clips, the team captains express their disappointment at not having had the opportunity to play in front of their home crowd last season and their happiness at the fact that they will be playing in India again.
“The campaign captures the mood of the nation and that of the DLF IPL and the teams as well. Last year with the IPL being in South Africa, it left a big void in the hearts of millions of fans in India. Now that its back where it belongs, we want to tell the nation that we too missed them and their overwhelming support,” Rajani 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.
