MAM
Palasa Creative House wins ‘My’ toys creative duties worth Rs 30 mn
MUMBAI: Mumbai-based Bounce Enterprises is foraying into the Indian toy market in the next two to three months and thus, in a bid to expand its brand presence, has roped in Palasa Creative House as its creative partner.
According to sources close to the development, the size of the account is pegged to be in the region of Rs 20-30 million.
Bounce Enterprises will debut in the toy market with the ‘My‘ brand, donning the tagline, ‘its only for me‘ and will initially target preschoolers aged 2-5 years.
Says Bounce Enterprises director marketing Quamar Ahmad, “We will also be launching gaming consoles in the first phase. Both the products will hit the Indian market in the next two months two months under the ‘My‘ brand. The prices will be set at Rs 99 and upwards. We will also be looking at tying up with International companies for product distribution.”
As part of its new mandate, Palasa, the brand communication agency, will design the brand logo and packaging for Bounce‘s toy range and will also conduct on ground activation for the same.
Says Palasa Creative House founder and creative director Sandeep Bomble, “The campaign will be designed on the theme ‘each child is unique‘ and to substantiate the same each product will have different colours to match up with a child‘s individuality.”
“The first television commercial will be rolled out in the second half of 2010,” adds Bomble.
The campaign will predominantly target urban mothers aged 25-40 years in the SEC A, B+ and B cities.
“We want to be big in the category and grow the category too and making the category grow, demands a perception change,” says Bomble.
According to industry estimates, the Indian toy market is currently pegged at approximately Rs 12 billion and is expected to grow at 15-20 per cent in 2010.
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.
