MAM
OOH ad industry could take a hit due to COVID-19
MUMBAI: The pandemic of COVID19 continues to take a toll on every possible industry; the advertising world is no exception. With people being asked to stay indoors, the impact on the OOH industry could be huge. Though the cases are currently restricted to just a few cities in the country, further escalation could damage the OOH segment.
Laqshya Media group CEO Atul Shrivastava says: “OOH ad spending could feel a negative impact if the social distancing and isolation measures that have emerged in some cities expand to larger territories. Consumers in India with significant numbers of reported COVID-19 cases are already actively avoiding large public places and gatherings, and that may eventually impact advertisers’ willingness to advertise there as well. For now, however, we are not making any other major adjustments to our business forecasts because of the COVID-19 outbreak. Our forecasts are for the full year, and there is still a strong possibility that the virus could be contained in the coming months, allowing for a rebound in H2 2020. Most of the times, the bulk of ad spending takes place in the latter part of the year for the holiday & festive season.”
Meanwhile, the impact of COVID-19 is likely to cause a significant growth in viewership on YouTube, OTT platforms and television. This will come as an alternative to the 3-hour travel journey each day.
"With the disappointment of IPL being postponed, OTT and other online content platforms will be the only space. People will catch up with series, movies and podcasts they have missed and explore new content. Online classes will prosper as people may set out to learn a new language or skill, as will a lot of the content on YouTube, especially children's content as parents will try to find a way to keep kids indoors and busy,” says GoBisbo Broadcasting Network founder Shakir Ebrahim.
Akund Communications founder Sadiya Khan differs in her view. She says that considering the self-imposed isolation that we are all moving towards, people in the coming days would spend more time at home with family while watching news channels. Most online content that's viewed on mobile devices in transit would be a second priority to this.
“As consumers try to keep themselves informed and entertained at home, advertisers too would bring down ad spends on online platforms and opt for mainstream coverage,” she further adds.
The spread of coronavirus has caused a sense of unprecedented uncertainty for Indian advertising. The ad world is already pivoting and adapting a few measures as a result of the outbreak. Overall brand spending could take at least a temporary hit, and agencies and brands need to think proactively about how to tackle the situation.
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.
