MAM
Srinivas appointed managing director, LiquidThread APAC & chairman SMG India
MUMBAI: Starcom MediaVest Group has appointed CVL Srinivas as MD of LiquidThread APAC and Chairman of Starcom MediaVest Group, India.
Based in New Delhi, Srinivas will take charge with effect from 5 January.
Srinivas will report to SMG president, global operations Andrew Swinand and LiquidThread, SMG president and managing director Brian Terkelsen. He will also work closely with Srikant Sastri, Country Chair, VivaKi India and will be a member of the SMG global management group.
Said Andrew Swinand, “We are delighted to have found an extraordinary leader for SMG India and for our growing LiquidThread operations in APAC. Srini brings with him nearly two decades of business experience and we are excited about him being part of the SMG family. We are confident that he will make a strategic difference to our India business and drive the Human Experience Company philosophy.”
On his new role, Srinivas said, “SMG‘s promise to be the Human Experience Company is fascinating and future-focused. I look forward to working closely with the teams at LiquidThread and SMG to translate this vision into tangible value for our clients”.
Earlier Srinivas has worked in agencies such as Madison Media and Maxus. His latest assignment was at The Times Group as Director, Private Treaties.
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.
