The campaign by Rapido highlights service benefits through stories narrated from the lens of different protagonists.
Rapido, a bike taxi platform, today announced the launch of its new 360-degree marketing campaign #GoOhhWithRapido, which highlights the benefits of using the Rapido service, especially if you are a peak hour traveler. The campaign goes live across the country with a special focus on top metros like Bangalore, Delhi, Chennai, Hyderabad, Jaipur, Guwahati, and Kolkata. The campaign aims to drive awareness of the advantages of using a bike taxi.
The ad campaign takes the consumers through four cases – aimed at establishing the key pillars of Rapido – Convenience, Affordability, Accessibility, and Availability.
The campaign was conceptualised and brought to life by Enormous Brands and was produced by Cinephilia. The rap was sung by the music director, Aman Pant. Rapido recently announced a $20Mn budget for this year’s bullish focus on its marketing efforts and has spent INR 40 crore for the campaign, including media and production costs.
In the first case, a young man is waiting for a mode of public transport to arrive, who then books a Rapido bike service, that arrives in two minutes, which does not only make him but everyone standing at the stop, #GoOhhWithRapido. The second use portrays a woman getting out of the metro and availing an already available Rapido. The third one projects Rapido helping an employee, who is running late for the office but ends up reaching the office 10 minutes earlier, due to the timely service of Rapido. The fourth one portrays a husband reaching home from the office on time at a cheap rate, which thus makes the couple at home happy.
Announcing the campaign, Amit Verma, Head of Marketing, Rapido, said, “With everyday commuters looking for a safe and affordable option to commute to work in every city, our objective is to increase the awareness about the many advantages that a bike taxi ride provides. #GoOhhWithRapido is our initiative to urge viewers to choose an efficient way for everyday commuting. We hope that commuters no more wait for long hours for their commute or feel the need to haggle with drivers to reach their destination and simply book a ride that makes them reach their destination, in the most efficient and safe manner.”