MAM
Yojana Phadnis moves from Viacom18 to JioStar as manager, creative strategy
MUMBAI: She began her career at one of our publications Tellychakkar.com more than a baker’s dozen years ago. And, in early February , seasoned marketing and communications specialist in the media and entertainment industry Yojana Phadnis, was appointed manager, creative strategy at JioStar Network.
Phadnis has played a pivotal role in brand building, marketing communications, and film promotions across Bollywood, Hollywood, and regional cinema.
Prior to this, she served as marketing manager at JioCinema, where she contributed to strategic brand and creative marketing efforts for the platform. She previously spent six years at Viacom18, where she held key positions in marketing and corporate communications, managing promotional campaigns for major film releases.
Her career also includes stints at Eros International, MSLGroup India, Perfect Relations, and Hanmer MSL, where she led public relations and corporate communications for major television and entertainment brands, including Star India and Life OK.
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.
