MAM
Upasana Naithani joins FCB Kinnect as SVP (West)
Mumbai: FCB Kinnect has announced the appointment of Upasana Naithani as senior vice president (west). This appointment highlights the agency’s commitment to broaden the expansion strategy for the Western market, home to its largest clients and significant business interests.
Upasana moves from Wunderman Thompson, where she was vice president & CSD.
In her new role as SVP (West), she will draw on her experience to scale the agency’s Mumbai client base, explore new markets, and drive strategic initiatives. She will also lead her teams in fostering collaboration with the new creative leadership, enhancing FCB Kinnect’s position as a creatively-led integrated agency.
Upasana has previously been associated with renowned brands such as Spotify, Flipkart, Hershey’s, Kotak Mahindra, ICICI Bank, Colgate Palmolive, Ultratech Cement, Truecaller, iQOO, Paytm, NPCI, JSW Brand, Unilever, Elle, Ponds, and Sunsilk, among others.
Her work on UltraTech’s ‘Baat Ghar Ki’ campaign earned accolades at the EFFIES, while Sunsilk’s ‘Thick and Long’ campaign won an Abby. She also received awards for Unilever Corporate’s ‘Project Sunlight’ at IDMA and Elle18’s ‘Make Your Own Shade’ at Kyoorius, among other recognitions.
With over 15 years of experience, Upasana has also worked with companies like Dentsu Webchutney, Reliance Retail, Infectious Advertising, VML, BC Webwise and Flying Cursor Interactive, among others.
FCB Kinnect & FCB/SIX India CEO Rohan Mehta said, “Upasana’s extensive experience with leading brands across various categories will be instrumental in helping us expand our presence in our largest market, by gaining a deeper understanding of client needs. I am confident that she will be crucial in strengthening relationships with both new and existing clients, providing them with creative solutions to their business challenges.”
Naithani added, “Rohan and Chandni’s vision and leadership has established a solid foundation for success. In a landscape where many large agencies grapple with balancing traditional and modern practices, Kinnect’s approach is remarkably refreshing. Their commitment to continuous learning and positive embrace of change is what truly excites me about joining the Kinnect family.”
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.
