Navi has launched the latest edition of its Hurrypur campaign for Navi UPI, bringing back the fictional town of Hurrypur. Developed in partnership with creative agency Sideways, the campaign builds on the platform introduced last year, which focused on everyday situations involving delays and waiting.
The campaign is based on the insight that consumers increasingly expect digital payment experiences to be fast and seamless. Whether making payments, splitting bills or completing transactions, speed and convenience have become important factors in the adoption of digital financial services.
The new campaign includes three films titled ‘Pitstop’, ‘Carnatic Concert’ and ‘Society Meeting’. Each film is set in situations commonly associated with slow processes and delays. Through humour and exaggerated storytelling, the films contrast these experiences with the speed and simplicity offered by Navi UPI.
Alongside the films, Navi is expanding the Hurrypur platform through creator collaborations, on ground activations and IPL related experiences. Following last year’s Hurrypur SOCIAL takeover at Khar SOCIAL in Mumbai, the company extended the concept this season with a takeover of Church Street SOCIAL in Bengaluru ahead of Royal Challengers Bengaluru’s qualifier match.
Speaking about the campaign, Rajiv Naresh, MD & CEO, Navi, said: “Great technology starts with solving a genuine problem, and in digital payments, the biggest everyday problem is friction. Nobody wakes up wanting to spend their day waiting for a payment to clear or a screen to load. Navi UPI was engineered to eliminate that exact friction.”
He further added, “With this new chapter of Hurrypur, we’re not just contrasting everyday delays with our product’s speed; we’re evolving the campaign into a broader cultural platform. Moving from relatable films to high-energy, on-ground touch points like the Hurrypur SOCIAL takeover allows us to connect with our users exactly where they live and celebrate.”
Abhijit Avasthi, Founder, Sideways, added: “The success of this campaign lies in its personality. By blending Hurrypur’s unique charm with Navi’s challenger spirit, we’ve created something special. This isn’t just a series of films; it’s an introduction to an expanding universe Navi is creating. We’ve laid the foundation, and there is so much more to come.”
