MAM
Mindshare to handle media consulting & deployment duties for Jabong.Com
MUMBAI: Online fashion and lifestyle retail destination Jabong.com has appointed Mindshare to handle its media consulting and deployment mandate.
The win comes on the back of a multi-agency pitch and the account will be handled by Mindshare North.
The pitch was led by Saket Sinha who is partner client leadership and his team at Mindshare. The team’s grasp of consumer insights in the space of e-tailing coupled with targeting recommendations based on information from both proprietary studies such as TGI and external industry research helped Jabong.com understand the India market a lot better and swung the decision in favour of Mindshare Delhi.
Jabong.com managing director Manu Kumar Jain said, “We are aware that we need sustained communication, delivered creatively in order to become the single ‘go to’ destination in our customer’s mind, when thinking fashion and lifestyle. Therefore the priority was to align with agencies that would be able to deliver that promise. Mindshare was certainly a strong runner right from the start, and we have finally decided to go with them for media deployment advice.”
Mindshare North India client leader Rahul Thappa said, “This win underscores our understanding of the e-tailing market consumer which we as Mindshare have been evolving over the last couple of years. We’re quite excited and proud to have been entrusted with helping to grow Jabong.com’s business model in India using our consumer and media knowledge and we’re looking forward to a long and fruitful association with Jabong.com in the years to follow.”
The brand’s first commercial was released in the last week of March. The TVC builds on the Indian consumer’s growing interest in shopping and brings alive the consumer’s joy at having the latest fashion and lifestyle collections on his fingertips. The 30 second commercial leaves the audience with a quick scan of the wide range of lifestyle products available online. The film ends with a clear reference to the benefits that the portal offers including free shipping always, cash on delivery and a policy of 30 day-returns.
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.
