MAM
Yatin Mehrishi appointed as CEO of Mirchi, ENIL
Mumbai: Entertainment Network India’s (ENIL) Mirchi, one of India’s largest city-centric music and entertainment companies, has strengthened its leadership position as it has announced the appointment of Yatish Mehrishi as its CEO.
Prashant Pandey, who was previously managing director & CEO of Mirchi, ENIL, will continue his role and duties as managing director.
Mehrishi will be spearheading the company’s performance across all dimensions and will continue to ensure Mirchi remains the audience’s go-to destination for all things music and entertainment.
He is a seasoned professional with over 23 years of experience across diverse sectors spanning FMCG, telecom, and fashion, having worked with organisations like Pepsico, Motorola, and Arvind Fashions, which was his previous stint as chief revenue officer.
Having worked with ENIL earlier for 11 years as chief operating officer, he brings with him a rich experience and a strong understanding of the radio, media & entertainment industry.
Commenting on Mehrishi’s appointment, BCCL managing director Vineet Jain said, “Over the past 20 years, Mirchi has evolved into a multi-platform, multi-format brand that has a presence across FM, live, and digital realms. In line with Mirchi’s new transformational journey, I am confident that Yatish’s return to ENIL will help accelerate our journey of being a digital-first brand.”
Commenting on his new role, Mehrishi said, “I am super excited to be back with ENIL. For years, Mirchi has been the consumers’ go-to for music and entertainment, dominating the audio industry, and now, with its new app, Mirchi Plus, it is set to redefine the audio entertainment industry further. With the recent shift in consumer behaviour towards digital, I am looking forward to championing Mirchi’s digital journey and replicating our radio journey’s success.”
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.
