Mumbai: Navi Limited (formerly Navi Technologies Limited), a financial services company, has launched an expansive, multi-phase campaign for Navi UPI, celebrating the speed, simplicity, and delight of seamless digital payments.
Conceptualised in partnership with creative agency Sideways, the campaign spans screens, streets, and social media — all anchored in one simple belief: in a world that’s moving faster than ever, your payments should too.
The campaign first launched with two humorous and surreal films showcasing Navi UPI’s rapid rise as one of India’s fastest-growing payment apps. The relatable storytelling and quirky tone immediately resonated with audiences across TV, print, and digital platforms.
Building on this success, Navi has now expanded the idea into a larger and more immersive world — “Hurrypur”, a fictional Indian town where everything and everyone moves fast. The humour-driven storytelling continues through three new films — “Tailor,” “Courtroom,” and “Gas Bill” — now reaching audiences nationwide across TV, digital, and connected TV platforms.
Taking the experience beyond screens, the brand turned Mumbai’s Khar Social into “Hurrypur Social” for a day, wrapped a Bengaluru Metro train in the campaign’s vibrant theme, and launched influencer collaborations, transforming everyday touchpoints into playful reminders of how quick and effortless Navi UPI is.
“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.”
Through “Hurrypur”, Navi continues to position Navi UPI as more than just a payments solution — it’s a reflection of India’s evolving, fast-paced lifestyle, designed to make every transaction as quick and joyful as life itself.
Watch the campaign films:
Tailor-
Gas Bill –
Courtroom –
NAVI TEAM
Leadership
- Executive Chairman – Sachin Bansal
- Managing Director & CEO – Rajiv Naresh
- Director, Head of Marketing & Growth – Swati Khatri
- Senior Manager, Brand Marketing – Sumanka Gandhi
SIDEWAYS TEAM
Leadership
- Abhijit Avasthi
- Sonali Sehgal
Creative Team
- Sameer Sojwal & Nilay Moonje
- Viraj Nandivadekar & Chaitanya Joshi
- Anish Das
- Shashank Mestry
- Hemant Harjani
- Inaya Khan
- Ajay Narasimhan
- Ansar Khan
- Saurabh Kulkarni
- Pooja Shinde
Strategy
- Siddharth Mohanty
- Krishan Jagota
- Vaibhav Shivhare
- Amatulla Mukadam
Account Management
- Nandita Das
- Tamal Ghosh
- Anish George
- Manasvi Furia
Production House: Early Man Film
Director: KM Ayappa
Producer: Anand Menon
DOP: Tassaduq Hussain
Production Designer: ABID T.P.
Editor: Abhro Banerjee
