MAM
US consumer multitasking putting pressure on marketers searching for ad ROI
MUMBAI: There was a time about a year or two ago, when the US advertisers’ biggest obstacle to increase ROI was consumers’ simultaneous consumption of media.
The latest Simultaneous Media Survey (SIMM VI) of 14,000 Americans from BIGresearch details a new hurdle for advertisers — multitasking. This refers to the engagement in other non-media activities while consuming media. The numbers are large.
The 25-34 year olds are most likely to engage in multi-tasking when using electronic media (TV, Radio, Internet) with almost 70 per cent saying that they do so regularly or occasionally. The 55+ age group multitasks the least but like the 25-34 year olds are most likely to do so when using electronic media, 60 per cent say that they multitask regularly or occasionally using TV.
69.3 per cent of the consumers 18+ surveyed say that they multitask when they are online. 40 per cent multitask while reading a newspaper. The figure is similar for magazines. For radio and television the figure shoots up to nearly 70 per cent.
The study states that it is apparent that multitasking and simultaneous media consumption creates competition for the same time and space [sic] attention. Media may be relegated to the background when consumers multitask e.g. talking on the phone. When they simultaneously consume media, one of the media can morph into the background and back to the foreground intermittently.
That is why understanding which media have the greatest influence on purchasing various merchandise categories becomes a key determinant for marketing ROI in today’s complex media environment in America.
BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 10,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media.
BIGresearch’s methodology provides the most accurate consumer information in the industry with a margin of error of one per cent.
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.
