MAM
Pix “handpicks Bangalore” as potent market to unveil mass media campaign
MUMBAI: Pix, the movie channel from the Sony stable, has finally got up and running in the city of Bangalore following distribution conflicts which were in negotiation stages during December 2006.
With clearance on the distribution deals that came in this month, the channel is set to go the whole hog with a mutli-media campaign that will break on 22 January and end on 5 February.
Pix business head Sunder Aaron tells Indiantelevision.com that the endeavour to launch a city specific campaign was primarily to give the channel more visibility in that market. He said, “We want to raise our profile in Bangalore, as it was previously not one of our strongest markets.”
Pix has outlined a phased approach to the campaign which will promote its brand proposition of “Hand picked movies just for you!” But this time, the creative element of the campaign will differ. The first phase will see a mix of outdoor (consisting hoardings and mobile vans) print and radio spots.
While for the second phase, the channel has tied up with Radio City and Radio Indigo to run a week long contest by which viewers can win free DVDs everyday. Concurrently, the campaign will also be promoted through on-ground initiatives at various malls across the city and PR activity.
Pix marketing head Himmat Bhutalia told this website, “Now that the distribution deals are in place in Bangalore, we see this as an important market in the South and feel its time to reach out to our target audience during the 8 – 12 pm primetime band. Therefore, we saw it appropriate to unveil a city oriented campaign.”
The campaign will coincide with, and promote the world English television premiere of Aparna Sen’s 15 Park Avenue on 28 January. As part of the campaign, the channel will also attempt to focus on several other English movies directed by Indians.
The channel however, seems to be content with the response it has garnered in other core markets including Delhi, Mumbai, Kolkata, Chennai and Hyderabad.
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.
