MAM
XYXX, the new-age men’s comfort wear brand brings marketing guru Shripad Nadkarni on board as mentor and investor
Backed by Sauce Vc and the mentorship of Govind Shrikhande, XYXX, the leading homegrown industry player of the Indian men’s comfortwear market brought on board ace marketer Shripad Nadkarni, angel investor and co-creator of Paper Boat and Epigamia, Founder of Maverix Platforms, a cloud kitchen venture and former Vice President-Marketing of Coca Cola India.
Known for his remarkable journey with top companies like Johnson & Johnson and Coca Cola as well as several start-ups, Shripad Nadkarni will help sharpen and drive the XYXX brand as a mentor and investor.
Rapidly expanding and gaining traction with its focused omnichannel play, XYXX, the brainchild of Yogesh Kabra has seen early success on all fronts.
Sharing his excitement on having a brand mentor, Mr Kabra comments, “Shripad is a force to reckon with in marketing and brand building so it is our honour and pleasure to have him in our corner. He is known for his fearless experiments with the brands he is affiliated with and we are excited to have him help build brand XYXX.
Mr Nadkarni on partnering with XYXX, "Yogesh and team are building a sound and scalable business and brand. My goal is to help build a disruptive and memorable brand narrative while accelerating business growth.
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.
