MAM
Reliance Media World gets Navneeth Mohan to head BTL div
MUMBAI: In a bid to strengthen its integrated solution offerings to clients, Reliance Media World has appointed Navneeth Mohan to head its below-the-line (BTL) division.
In his new role, Mohan will spearhead the specialised below-the-line services in the capacity of national head – BTL, covering events and activations across the country spanning 45 cities and ensuring clients are treated to clutter breaking and innovative offerings when reaching out to their target audiences.
He will report to Reliance Media World business head – allied business Rabe T Iyer.
Prior to this, Mohan was AVP – event services at Encompass.
Iyer said, “Below the line has an enormous business potential and we are happy to have Navneeth with his expertise and proficiency, spearhead this vertical and lead the team to deliver tailor made values, creating solutions to clients to suit their specific brand needs.”
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.
