Life in the fast lane: Navi UPI’s Hurrypur hits top speed

Navi Limited (formerly Navi Technologies Limited), a financial services company, has launched a multi-phase campaign for Navi UPI to celebrate the speed, simplicity, and joy of seamless digital payments. Conceptualised by Sideways, it spans screens, streets, and social media, built around one simple idea: in a world that’s moving faster than ever, your payments should too.

The multi-phase campaign kicked off with two humorous, surreal takes on the company’s growth story and is aimed at striking a chord with audiences across TV, print and digital channels. 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.

Navi UPI’s humour-driven storytelling continues with three new films ‘Tailor’, ‘Courtroom’, and ‘Gas Bill’ reaching audiences nationwide across TV, digital, and other connected TV platforms. The campaign also extends beyond screens through a one-day transformation of Mumbai’s Khar Social into ‘Hurrypur Social’, a Bengaluru Metro wrap, and influencer collaborations, turning everyday moments into reminders of just how fast payments can be.

“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). “Hurrypur captures the spirit of how Navi UPI is making digital transactions not just quicker, but more joyful and human.”

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.”

Campaign’s take: Welcome to Hurrypur; a fictional town where time runs on espresso and everyone’s perpetually in fast-forward. Navi UPI’s latest campaign, conceptualised by Sideways, cleverly mirrors the manic tempo of contemporary living through three delightfully absurd films. In this parallel universe, verdicts are delivered in seconds, sherwanis are stitched before the groom blinks, and domestic chores shift gears with a tap of the ‘Pay’ button.

The films work because they capture today’s collective obsession with speed, especially when it comes to money. The humour is crisp, the absurdity familiar, and the storytelling as frictionless as the product it sells. Yet beneath the laughter lies a sly commentary: in our race for faster apps, have we forgotten to pause? After all, the same instinct that fuels instant gratification also drives payment scams born of haste.

Visually zippy and tonally self-aware, Hurrypur nails the creative paradox of the digital age. While we crave velocity, we secretly miss stillness. Navi UPI’s campaign doesn’t moralise; it mirrors our times, and does so with a grin. Because in Hurrypur, even reflection happens at 5G speed.

Credits:

Client: Navi (formerly Navi Technologies Limited)

Chairman: Sachin Bansal

Managing director and CEO: Rajiv Naresh

Director, head of marketing and growth: Swati Khatri

Senior manager, brand marketing: Sumanka Gandhi

Agency: Sideways

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: Abud TP

Editor: Abhro Banerjee