MAM
Sagar Mahableshwarkar is Bates 141 NCD
MUMBAI: Bates 141 has appointed Sagar Mahableshwarkar as national creative director for the India and Bangladesh region.
Currently Rediffusion Y & R chief creative officer, Mahabaleshwarkar is serving his notice period.
At Bates 141, he will partner chairman and regional creative director Sonal Dabral and CEO Sandeep Pathak in furthering the creative agenda.
“It’s like coming back home. I have worked with Sonal before and happy to be in that place again. In both Dabral and Pathak, I found shared passion and vision to create great work and I am confident that it will be a successful partnership. Bates 141 has a good portfolio of clients, on which we can up the creative ante immediately,”says Mahableshwarkar.
Bates 141 chairman and regional creative director Dabral said, “Bates 141 is going through a renaissance right now. We are putting great work at the centre of everything we do. Mahabaleshwarkar’s passion and his hunger for great ideas will be critical in helping realise this vision.”
Mahableshwarkar started his career with Ogilvy and was with the agency for 16 years. He has worked on brands including Airtel, Tata Nano, Colgate, LG, Sleepwell, Taj, Kingfisher and SugarFree.
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.
