MAM
Star World partners with Elle to promote ‘Ugly Betty’
MUMBAI: Star World, the English general entertainment channel (GEC) from Star India, is set to launch the third season of Ugly Betty, come 1 January.
Targeting the younger demographic, the one-hour show will be telecast from Monday to Friday at 10 pm.
Says Star World VP-programming Jyotsna Viriyala, “The show will replace the fifth season of Desperate Housewives. Once the season for Ugly Betty gets over, we will get Desperate Housewives back onto the slot with its sixth season.”
As part of the marketing initiative, the channel has tied up with Elle, the leading fashion magazine in India. As a part of the partnership, the channel is running a contest to find the Betty Of Elle wherein one winner will get the chance to intern at Elle and win a cash reward of Rs 50,000.
Earlier, an Ugly Betty cutout was placed in agencies wherein people could get themselves clicked with Ugly Betty and frame their pictures to be placed on their tables.
Those who opt to get themselves clicked automatically qualify to be a part of a lucky draw. Five lucky winners per agency get and vouchers worth Rs 1000. The activity was carried out in 11 media buying agencies across Mumbai, Delhi and Bangalore.
Internet activities were initiated through SMOs; the Star World page on Facebook, Orkut and Twitter was populated with Ugly Betty related updates. Blogs were also created and one blogger given a wildcard entry to intern with Elle. This is apart from the microsite created for ‘The Star World Betty of Elle contest‘.
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.
