MAM
Percept D’Mark bags MasterCard’s ground duties
MUMBAI: In the wake of a multi-agency pitch, Percept D‘Mark (PDM) has bagged the on-ground advertising duties of MasterCard.
Under the terms of the contract, PDM has come on board as a retainer agency wherein it will be the only agency to handle activations for MasterCard for the next two years.
Says PDM India national head brand activations Sanjay Shukla, “We plan to work on the model of retainership with brands because this gives us an opportunity to understand a brand in a better way as we are associated with it for a longer duration and not just for a particular campaign. A dedicated team will work on MasterCard.”
The on-ground activities for MasterCard will be planned keeping in mind its core target audience comprising individual account holders, banks and merchants.
Initially, the agency will be working on campaigns that will drive the usage of debit cards at point of sales, handling activations related to the brand‘s sponsorship of the Mumbai Indians during the IPL season, coming up with initiatives centred on card holder education and other merchant incentive schemes and organising events for different platforms.
Additionally, the brand plans to increase visibility at airports with consumer promotions.
Adds Shukla, “BFSI brands have been increasing their media budgets and are realising the importance of below-the-line activities, which give them an opportunity to connect with the TG on a one on one level.”
Some of PDM‘s key clients include Airtel, Pepsi, Colgate-Palmolive, Citibank, P&G, Kelloggs, Microsoft, Times of India, HSBC, FedEx, Nokia, Loreal, TATA Indicom, Apollo Tyres and VLCC.
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.
