MAM
Reckitt Benckiser to launch a campaign for the youth
MUMBAI: Health and personal care company, Reckitt Benckiser, is launching a campaign to create awareness amongst graduates and people early on in their business careers.
The company that owns brands such as Dettol and Mortien said the aim of the campaign is not to sell more products but to sell the company to people who are planning a career in fast moving consumer goods.
The campaign will be primarily on-line and on-campus. Reckitt Benckiser uses gaming technology on mobile and Internet to reach people in nine markets across all continents. The company had also launched a “poweRBrands” game last year, which enabled players to go into consumer goods company and rise to become global president.
The campaign is aim to engage student, professional and sports communities online and offline. Reckitt Benckiser will also deploy its brands – Durex, Clearasil, Veet and others – to connect with people and deliver engaging campaigns on campus.
Chairman and managing director Chander Mohan Sethi says, “Reckitt Benckiser’s culture is very different to most organisations. We only suit people who like freedom to act, a fast pace, enough exposure to make their mark and who are deeply commercial and agile. We offer a heart thumping place to work, and that’s not for everyone, but for the 20 per cent who would love us, they need to know who we are.”
The ten markets are Australia, Brazil, France, Germany, India, Italy, Pakistan, Russia, UK and US.
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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.
