MAM
Now ‘No Drama, Only Khaana’ at restaurants with Dineout
MUMBAI: Dineout, India’s largest dining out and restaurant tech solutions company has launched a 360 campaign rolled out across 20 cities in India to promote their 5th edition of Great Indian Restaurant Festival (GIRF) starting from 31st January to 1st March. Driven from a simple insight of diners often using various influences, dramas or excuses such as knowing the owner or saying it’s their birthday to seek discounts at restaurants. Dineout wants their diners to experience the #JoyOfDiningOut with “No Drama Only Khaana” thanks to the biggest discounts on GIRF.
In their digital film, Dineout takes a playful dig at social behaviors by storytelling through the lens of a restaurant waiter who entertains customers doing drama for discounts on a regular basis. This film features celebrities and social influencers like Atul Srivastava, Sahil Anand, Kusha Kapila and Ankush Bahuguna. Developed by Dineout’s in-house team and executed by their agencies Animal and Cellar Door, the film showcases a series of real-life incidents – social media influencer using her Instagram profile, a young man bragging his friendship with the owner and a jolly old man over dramatically using senior citizenship as a means to get a better deal on the bill. The full brand film can be watched here:
Taking cues from digital trends, Dineout used popular meme formats in traditional mainline media like Newspaper ads, OOH, Airport branding, Corporate branding, Metros & more, using the same celebrities and social influencers from their digital film, thereby creating consistency, recall and consideration in a first of its kind format.
Dineout in their pre buzz phase also coined a new age millennial term – #JODO similar to YOLO and FOMO which received some curious conversations:
Do you guys know what this is? I want to know about which is trending.WhatIsJODO? Please tell, is this GIRF? Anyone have an idea seeing #WhatIsJODO everywhere?
— Sachin 💞 (@Sachinn___) January 17, 2020
What's new in this trend can someone explain it to me 🤤🤤#WhatIsJODO https://t.co/fCpC0YYJMH
— melon 🎮 (@melondoesgaming) January 17, 2020
To which Dineout which later revealed as Joy Of Dining Out, and is now a part of Urban Dictionary:
https://twitter.com/dineout_india/status/1218461859289817088?s=20
Mr. Ankit Mehrotra, CEO & co-founder of Dineout comments, “Dineout has always been the custodian of value for money for its customers and restaurant partners. To further build on to this legacy and position ourselves, we simply said it out loud – With Dineout, experience the #JoyOfDiningOut with no drama, only khaana! With every edition of GIRF, we continue to put together a joint force of best deals from Sales, user experience from Product and experiment with newer formats from Marketing.”
Founder and Creative Director at Animal – Kunel Gaur added, ‘This is such an incredible offer that we always knew we had space to do something cheeky—who doesn’t love half their bill off? It's an age-old desi tradition to pull our weight to snag a good deal, so this device of using everyday characters doing these tired things to get a simple discount became a fun, relatable device.’
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.
