MAM
The Social Street beefs up leadership team
MUMBAI:The Social Street is making significant investments in its senior leadership team. The agency has roped in Shonali Sharmaa as the managing partner for the experiential business vertical and Shilov Mani as the senior vice president in planning. Both the senior executives will report to Mandeep Malhotra and will be based in Mumbai.
The Social Street CEO and founding partner Mandeep Malhotra said, “Both of them come with exceptional capabilities and inherent understanding of brands, markets and consumers.”
Sharmaa added, “We have heard it for years; collaborate, work together, integrate. Yet, we still seem to push our clients agenda, be it in digital, activation, retail, OOH, et al in silos. My aim is to have ‘One seamless thought process across media’ to make The Social Street the most effective marketing communications agency.”
Mani said, “What drew me to The Social Street was Pratap and Mandeep’s vision to build a future-ready agency.”
Sharmaa has 15 years of experience in experiential marketing. She has worked with agencies like Ogilvy, Bates, among others, as an integrated marketing specialist and has built the requisite skill set and experience to lead from strength to strength. She has serviced clients in telecom (Idea, Vodafone, Motorola, Samsung), FMCG (Pepsi, Cadbury’s) and Media (National Geographic, Discovery Networks).
In his 16 years of work-experience, Mani has spent five years in supply chain management, working with Mahindra and Total Fina Elf, before joining Ogilvy & Mather handling media buying, planning and client servicing. He moved to the DDB Mudra Group to handle their OOH, activation, events and retail executions. Mani has won numerous awards at MAA, PMAA, Abbies, Effies, Emvies, OAC and WoW. He has worked with clients such as HUL, HSBC, HT, Ashok Leyland, ITC, Uninor, HCC, Idea, among others.
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.
