Navi Limited (formerly Navi Technologies Limited), has unveiled a multi-phase campaign for Navi UPI, celebrating the speed, simplicity, and joy of seamless digital payments.
Conceptualised in partnership with creative agency Sideways, the campaign spans screens, streets, and social media, built around one simple idea: in a world that’s moving faster than ever, the payments should too.
Building on that momentum, the brand has now expanded into a larger, more immersive universe with “Hurrypur”, a fictional Indian town where everything and everyone moves fast. The brand’s storytelling continues with three new films “Tailor”, “Courtroom”, and “Gas Bill” reaching audiences nationwide across TV, digital, and other connected TV platforms.
“We didn’t want to just advertise payments; we wanted to show what fast, friction-free living feels like,” said Rajiv Naresh, MD & CEO, Navi Limited (formerly Navi Technologies Limited). “The world of Hurrypur is a magical place where everything moves at turbo speed - with Navi UPI, we want our customers to experience that feeling every time they transact.”
Abhijit Avasthi, Founder of Sideways, added, “When a product and an idea complement each other, it’s like the perfect match. Right from the outset, we knew what sets Navi UPI apart as a product was its speed. That helped us create Hurrypur and everything that goes on there in great detail. Ironically, the good people at Navi UPI didn’t hurry us at all, which allowed us to really build the world the way we wanted to, and bring it to life.”
