Navi has released a new film as part of its ‘Hurrypur’ campaign, continuing its focus on speed in digital payments.
Conceptualised by Sideways Consulting and produced by Early Man Film, the film is part of an ongoing campaign during the cricket season.
Set to a track by Baalti, the film opens with an autorickshaw breaking down mid-ride. The situation then shifts into a stylised sequence resembling a Formula 1 pit stop, where the vehicle is repaired in seconds before the journey resumes.
The narrative unfolds in ‘Hurrypur’, a fictional world where time is positioned as a key value, with everyday situations exaggerated to reflect expectations of speed and responsiveness in services.
Rajiv Naresh, MD & CEO, Navi, 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, 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.”
Ayappa KM, who directed the film, said, “What was a really fun script, proved surprisingly difficult to conceive. We took inspiration from Baalti’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.”
The campaign continues Navi UPI’s focus on storytelling-led communication, using everyday scenarios rather than product-led demonstrations.
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