MAM
Paramount Cosmetics appoints IBD as creative and communications partner
MUMBAI: Paramount Cosmetics (India) Ltd. has roped in IBD India as its creative and communications partner.
On its part, IBD India will ideate and execute a 360 degree campaign for the company’s flagship brand Shilpa that is a household name in the Bindi, Kajal and Kumkum segments since the last 30 years.
The agency will also offer the branding and creative services for Instinct – the male skin and personal care brand of Paramount Cosmetics.
For Shilpa, it all started with the restructuring of the entire brand portfolio through suggestion of right Brand Architecture that took into consideration the competition, market potential, brand elasticity and finally the response of end-users. For Instinct, on the other hand, it was more of an integrated brand communication strategy rolled out by IBD India with emphasis on repositioning of the existing brand to create excitement around it.
Said Paramount Cosmetics (India) Ltd. managing director Hiitesh Topiiwaalaa, “We are extremely happy to have associated with IBD India. The challenge for IBD was to come up with solutions on how to revitalize a 30 year old brand like Shilpa and the agency’s strategic approach surely would give a new direction to the brand. IBD has rolled out a clutter breaking creative and strategic approach on Instinct based on deep consumer insights which is a winner all the way. Our long standing relationship with the Percept group and its overall commitment towards the brand development process also helped us making this decision”.
Commenting on, COO- , said “We believe a lot can be done on brand “Shilpa” to make it contemporary & youthful yet maintaining its core Indian traditional values. We intend to take brand “Instinct” to the next level by repositioning it and creating a strong identity in an extremely cluttered segment. The challenge is to make the brand be a part of its TG’s personality,” commented IBD India COO Jyotsna Chauhan on winning Paramount Cosmetics’ business.
Paramount Cosmetics (India) Ltd. was incorporated in 1986 and is in manufacturing and marketing of cosmetics products. In the last few decades the company has acquired a strong position in the cosmetics industry in respective categories.
Presently the firm offers two Brands, Shilpa and Instinct. Already present in ‘Beauty’ category Paramount has plans to shortly launch products under ‘Hair, Skin and Personal Care’ categories.
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.
