MAM
Prachi Mohapatra joins Dr Reddy’s as marketing head – OTC, emerging markets
NEW DELHI: Dr Reddy’s Laboratories has appointed Prachi Mohapatra as marketing head – OTC, emerging markets. She joins from Future Group’s FBB, where she was the CMO for over four years.
With a keen interest in brand and business building, Mohapatra has had extensive experience working with large conglomerates and start-ups alike. She has helmed marketing departments in sectors like FMCGs, fashion, beauty and personal care; business development, marketing strategy and ROAS is her forte.
Mohapatra headed brand and communications for beauty brand Oriflame in South Asia for close to five years. She was also associated with brands like Modicare and Mary Kay Cosmetics in the past.
She describes herself as an avid traveller and an inveterate foodie, whose humble beginnings, small town upbringing, multicultural exposure in various parts of India and the globe has enabled her to make a huge difference to any project and business that she has been involved in.
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.
