MAM
The LIC of India launches its new digital campaign, goes offline to promote the same
MUMBAI: The LIC of India which recently launched a new digital campaign to promote the importance of life insurance in different phases of life, has taken the campaign offline to reach out and engage with the audience, bringing in a personal touch. The campaign called – Smart logon ki clear hai priority, baaki sab baadmein, Pehle LIC, showcases the importance of having a life insurance to live one’s dream.
It shows that ups and downs are a part of life and it is significant and essential to have life insurance. Having life insurance helps one fulfill their dreams like owning a start-up, buying a house, going abroad for further studies or even planning a nice holiday.
To reach out to maximum audience and to celebrate with them, the brand conducted a flash mob in association with Screenox Media at a mall in Mumbai, to encourage the youth of today to prioritize life insurance for themselves and their families. The flash mob saw the young boys and girls dance to the signature steps of the jingle, thus creating a strong brand connect. The flash mob has been beautifully aligned with Valentine’s Day celebration, and dancers were seen holding a Love note saying “On this Valentine’s Day, gift your loved ones “Jeevan bhar ka saath”.
Rhythm and beats are the best way to get the message across to youth and with this step LIC wants that youth should appreciate the importance of life insurance early in their life.
Speaking on the same, LIC corporate communications executive director K. Rajivan Nair said, “Today’s young generation loves to stay in motion all the time, they want to pursue their passions and hobbies at 100 per cent. We want to be together with them in their journey of achievement and advancement with our robust offerings. To build a stronger connect with the youth, we are continuously taking new initiates, and this flash mob is an extension of our Digital, Radio and TV campaign. We are glad to see it being received so well. We are sure, we will be able to help the youth of today understand the importance of taking life insurance via our various initiatives.”
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.
