MxMIndia

Tag: Raghuvesh Sarup

  • A Twitter campaign was followed by a video by AIB in association with Ola on how best to welcome 2017

    Ola launches #PeekeMatChala campaign against drunken driving

    By A Correspondent

     

    In an attempt to discourage drunken driving, Ola, the mobile app-driven transportation platform, launched a ‘#PeekeMatChala’ campaign.

     

    The campaign was flagged off on Christmas Day with a series of “drunk” tweets on Ola’s twitter handle. The aim was to drive home that if drunk tweeting could be so dangerous, then imagine what drunk driving could do.

     

    This was followed by a video by AIB in association with Ola on how best to welcome 2017. The video features a group of friends at a New Years Eve party when one of them announces he’s leaving. Once they realise he plans to drive, they try to stop him, convincing him to book an Ola if he wants to live to see 2017. In reply, he says 2016 was the worst time, what’s to say 2017 will be any better? The rest of the video features a song recounting everything that happened in 2016 and why 2017 will be much better. The friend is convinced and books an Ola home.

     

    Speaking on the initiative, Raghuvesh Sarup, Head of Categories and CMO at Ola said: “This holiday season, we at Ola encourage party-goers to take an Ola instead of driving. Ola’s #Peekematchala campaign has been specially created to encourage people of India to enjoy this holiday season responsibly. We are delighted to be associated with AIB in using a novel way to deliver this message.”

     

    Ola will also have leading Indian celebrities and customers, tweeting their drunken confessions in support of the campaign and looks to reach out to larger numbers and create greater impact through them.

     

  • The film addresses the average Indian commuter, urging them to look on the bright side of change

    Ola urges consumers to go cashless in latest campaign

     

     

    Ola is all set to help India ride cashless with a multi-channel campaign titled ‘Nahi rukega India. Cashless chalega India’ with which the company aims to motivate people not to stop riding; cash or no cash. Co-created with Happy mcgarrybowen, it addresses the average Indian commuter, urging them to look on the bright side of change.

     

    The campaign is led by a TV ad, complemented by print and digital ads that reinforce the campaign message of – India won’t stop. India will ride cashless. On TV, the message is delivered through a soft and poetic, but compelling style, while print and digital media seek to keep spirits up by running the campaign slogans in prominence.

     

    This is appended by offers that promise cashbacks from partners – HDFC Bank, a host of E-commerce and retail brands and of course Ola Money – Ola’s very own E-wallet.

     

    Said Raghuvesh Sarup, CMO and Head of Categories at Ola:  “Ola‘s vision is to build mobility for a billion Indians, and this requires a deep understanding of the market. One such insight is that today’s young India rapidly embraces new technologies, perhaps faster and more enthusiastically than anywhere in the world, and keeps moving ahead. Further, the campaign comes at a time when a seamless payment option is the need of the hour for citizens. To make payments hassle-free, Ola is offering a range of payment options from cash to credit cards, debit cards and Ola Money, so that India can keep moving.  The campaign also marks Ola’s support to the new demonetisation drive launched to eradicate black money and uphold the nation’s security.”

     

    Added Kartik Iyer, CEO at Happy mcgarrybowen: “Brands have always been a mirror to society. Given the trying times, we wanted to make sure we send out a positive message to Ola’s customers. Ola has always believed in delivering progressive change to society. With this opportunity we wanted everyone to know Ola is there as a trusted partner through every journey we embark on as a nation.”

     

  • This TVC marks Ola Micro's success in offering economy AC car rides at Rs 6/km across 42 cities in India

    Ola Micro seeks to redefine economy travel

    By A Correspondent

     

    Ola has launched its new TV campaign for Ola Micro, the most affordable ride in town. The humourous multichannel campaign created by Happy Creative Services shows a series of personal moments like a young father with his little son, a boyfriend splurging over his girlfriend and friends’ night out with the visuals underscoring the affordability of an Ola Micro at Rs. 6/km as against potentially expensive pursuits with loved ones!

     

    This TVC marks Ola Micro’s success in offering economy AC car rides at Rs 6/km across 42 cities in India. Ola Micro was launched with the aim to make AC cab rides more affordable for millions of Indians, who will potentially experience their first cab rides in this category. Ola Micro is a reliable mobility option at just Rs 6/km with low ETAs (Estimated Time of Arrival) for customers, available in under 5 minutes in most parts of the city. This category is a clear example of a solution tailored to suit the needs of the Indian customer who seeks a pocket friendly AC cab ride for regular use or is looking forward to experience a cab ride for the first time, alike.

     

    Raghuvesh Sarup, CMO and Head of Categories at Ola said, “Ola Micro offering an air conditioned ride at just Rs.6/km is ‘Made for India’. The campaign, targeted at young adults and working professionals, is a fun and entertaining take on how, in a world where even a walk with someone you love, can get really expensive; taking a cab ride will not be.”

     

    “Ola has been doing some exciting work in the category, constantly challenging and disrupting as a brand. Micro as a category is an absolute game changer for India. We wanted to bring alive to people the fact that we can end up spending so much more on a normal walk, than we ever will, on a comfortable ride in an Ola Micro.” said Kartik Iyer, Co-Founder and CEO of Happy Creative Services.

     

    The Ola Micro campaign is being run across media with a national as well as a hyper-local approach. With so many cities offering Ola Micro, the communication is partly via mass reach vehicles like TV and Social, addressing the universal benefits of Ola Micro such as availability and affordability, while a hyper-local media at the city and even locality level, reinforces Micro’s relevance in the local language and context using media like print, outdoor and in-community messaging.

     

    Ola Micro is currently available in 42 cities across India and offers the most pocket friendly riding experience. With a fleet of Datsun Go, Maruti Alto, Hyundai Eon and other air-conditioned compact cars, Micro delivers affordable mobility for millions of young Indians without compromising on comfort and convenience.