MAM
Vanish ropes in Bollywood actress Sridevi as brand ambassador
MUMBAI: FMCG major Reckitt Benckiser India has roped in Bollywood actress Sridevi as brand ambassador for its specialist stain remover variant, Vanish.
Also, with an objective to generate trial amongst Indian consumers, the price of the trial pack has been dropped from Rs 35 to Rs 29. The packaging of the brand has also changed from a tub to a re-sealable pouch which is easy to use and store.
Says Reckitt Benckiser India chairman and managing director Mohan Sethi, “Vanish is a high priority brand for the Indian business. The market for specialist stain removers is nascent in India and we aim to create and grow the market. Sridevi enjoys a great stature with Indian housewives – they look upon her as an all-round achiever who has excelled in almost every area of life be it acting, dancing or being a home-maker. Most importantly, consumers relate to her with a sense of warmth; her word is credible to them and they can believe what she tells them. She is also one of the few celebrities whose popularity cuts across all geographies in India. Thus, she was a natural choice for the Vanish brand ambassador.”
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.
