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Warner Bros to expand ‘Sesame Street’ in China with books
| NEW YORK: Now Chinese children will be able to explore the world around them with their favourite friends from Zhima Jie, the Chinese version of Sesame Street. |
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Warner Bros. Consumer products has announced the launch of three new publishing series. The books are based on the television series that encourages children to learn to count, to read, and to respect and appreciate others. Zhima Jie, which first aired on Shanghai Television in 1998, is based on Chinese culture and social environment and helps prepare young children for success in school. The books were developed by Sesame Workshop, the non profit educational organisation and creator of Sesame Street. The new publishing series include: Sesame Street School Readiness (11 titles), which helps children learn the fundamental skills they need to succeed in school with such concepts as colours, numbers and telling time.  Sesame Street Thinking Child (six titles). These encourage children to learn more about being a productive member of their community. Sesame Street Learning Environment (four titles), which invites children to explore careers as they learn what different people in a neighbourhood do every day. Sesame Workshop’s VP, GM Scott Chambers says, “Books capture the imagination of children and encourage them to explore the world outside their window. By creating relevant content featuring the familiar faces of Sesame Street, young children will be even more engaged and ultimately develop a love of learning.” |
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.
