Navi has released a new film under its ‘Hurrypur’ campaign, continuing its focus on speed and simplicity in everyday transactions. Conceptualised by Sideways Consulting and shot by Early Man Film, the film has been part of the ongoing campaign series during the current cricket season.
The film has depicted an autorickshaw breaking down mid-ride, which has then transitioned into a fast-paced repair sequence styled like a Formula 1 pit stop. The tyre has been replaced within seconds, the vehicle has resumed its journey quickly, and the interaction between the driver and passenger has mirrored the same pace, with the ride being agreed upon almost instantly.
The narrative has extended the broader ‘Hurrypur’ concept, a fictional setting where time has been treated as a key resource. The campaign has continued to present everyday scenarios through exaggerated and humorous storytelling to reflect increasing consumer expectations around speed and efficiency in services.
Navi UPI has maintained its approach of focusing on storytelling rather than feature-led communication, highlighting relatable situations instead of direct product demonstrations.
“In Hurrypur, whether you’re on a racetrack or on a regular commute, we understand that time is of the essence and the importance of moving fast. This world we’re creating is designed to creatively underscore our obsession with delivering a fast and seamless experience, where every second counts and everything keeps moving seamlessly.” — Rajiv Naresh, MD & CEO, Navi Limited
“When Hurrypur connected the way it did, we knew we had something worth building on. Pitstop doesn’t just continue the story – it takes it somewhere unexpected, and in the most entertaining way possible, brings out Navi’s attribute of speed. Honestly, it’s the kind of film you’re really happy to be a part of.” — Abhijit Avasthi, Founder, Sideways
“What was a really fun script, proved surprisingly difficult to conceive. We took inspiration from Balti’s track “1, 2, 3,” using its rhythm and spirit as the backbone of the film’s pacing and vibrant colour palette, landing on something exuberant and unmistakably Indian.” — Ayappa KM, Director
