redBus launches new campaign reiterating brand safety measures

The digital-led campaign, #journeyfordreams by redBus, is aimed at restoring optimism for bus travel as the nation traverses its path to normalcy.

redBus announces the launch of a digital-led campaign, #journeyfordreams that inspires people to persevere in their endeavors, by undertaking their journeys, while redBus ensures the safety of their travel. The campaign is aimed at restoring optimism for bus travel as the nation traverses its path to normalcy.

As a brand that's all about enabling journeys, redBus seeks to reassure bus travelers that they can still move forward towards fulfilling their dreams during these tough times, as redBus strives to ensure their safety during the journey with its Safety+ programme.

As part of the campaign, the company has launched an ad film that relies on the emotions associated with the safety of near and dear ones, especially while undertaking inter-city bus travel during these times. The ad-film will be promoted extensively on digital and social media, including, YouTube, Facebook, and Instagram, apart from e-mailers and other push notifications.

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Speaking on the launch of the campaign, Pallavi Chopra, Vice President, Brand, and Head of Marketing, redBus, said, “As an enabler of journeys, it has been our constant endeavor to help travelers reach their destinations in the safest and easiest way possible, especially in the present circumstances. The COVID-19 pandemic has not only disrupted the business of establishments, but also the dreams and aspirations of millions of individuals out there, who are longing to travel in pursuit of their goals. We thus envisaged a subject or scenario that resonated with households across the country in order to shape the campaign. The result is a very strong and emotional narrative around one of those important journeys in life, projected through the love and concern between a father and daughter, to drive home the message of #journeyfordreams.”

Dileep Ashoka, EVP, South, McCann Worldgroup, said, “We have been in partnership with redBus for the last few years. Being in the businesses of facilitating life’s journeys, and being the custodian of the online bus ticketing category, we felt the imperative to comfort customers by making travel safe in these uncertain times. The story narrative seeks to demonstrate this in a manner that drives brand affinity.”

Creative

Credits:

• Agency: McCann Worldgroup – Bengaluru
• Creative Director: Sambit Mohanty
• Production House: Another Idea
• Director: Puneet Prakash
• DOP: Pratik Deora