Navi has released a new film as part of its ‘Hurrypur’ campaign, continuing its focus on speed and simplicity in everyday financial interactions. The campaign continues Navi UPI’s focus on storytelling instead of feature-led messaging, using everyday situations rather than product demonstrations. The film is currently live across digital platforms.
The film is set around a routine situation where an autorickshaw breaks down mid-ride. The repair sequence plays out like a Formula 1 pit stop, with the tyre replaced almost instantly and the vehicle back on the road within seconds. The interaction that follows moves at the same pace, with the fare agreed quickly and the ride continuing without delay. The narrative is synced to a track by Baalti, reinforcing the theme of speed.
As per the brand, the film builds on the broader ‘Hurrypur’ concept, a fictional setting where time is treated as a critical resource. Through exaggerated but familiar scenarios, the campaign reflects how expectations around speed and responsiveness are shaping everyday experiences, particularly in services and transactions.
Link to the campaign
Rajiv Naresh, MD & CEO, Navi Limited (formerly Navi Technologies), said, “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.”
Abhijit Avasthi, Founder of Sideways, said, “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.”
Director Ayappa KM, said, “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.”
