MAM
Starcom MediaVest launches LiquidThread in APAC
MUMBAI: In a move to better capitalise on changing consumer behaviours driven by technology and social media and to deliver more effective human experiences through content, Starcom MediaVest Group (SMG) announced the launch of digital-led, Liquid Thread in APAC, including India.
The newly formed unit is geared to create and sequence content across every screen to advance marketer goals.
CVL Srinivas will take charge as managing director of LiquidThread APAC from 5 January.
Said SMG Global CEO Laura Desmond, “Liquid Thread sits at the intersection of human truth, digital and content. As a Human Experience Company, it is incumbent upon us to make content more easily accessible and readily available, acknowledging and embracing the fact that it will be picked up, played with, iterated, built upon and passed along. These are the terms that consumers have set, and the reality that we respect.”
Liquid Thread was launched in the US in April 2009.
Liquid Thread‘s re-imagined approach is rooted in digital and social media innovation, to drive unique audience segmenting and content sequencing to ensure clients‘ messages reach consumers at right times, in optimal places and spaces.
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.
