By A Correspondent
Meru Cabs has launched a brand new marketing campaign- ‘True Rupees Per Km’. The new campaign highlights Meru’s brand proposition of providing honest and trustworthy services to the fast evolving transportation requirements of customers. Launched recently, the campaign has been rolled out in Delhi, Mumbai and Bangalore followed by a national launch across nine key markets including Hyderabad, Chennai, Kolkata, Ahmedabad, Jaipur and Pune.
Lured by attractive discounts and low price points, today radio taxis have become popular and a convenient travel option amongst customers. However customers often have limited knowledge on how their fare is calculated and sometimes end up paying a higher value than the promised amount. While surge charge of 1X, 2X etc. is displayed upfront, there are many hidden costs such as ride time charge on total travel time and base fare charge which are hidden and gets calculated in the final fare. These hidden costs are often mentioned in asterisk (*) or mentioned in small fonts as “conditions apply†at the end of transactions, documents or marketing collaterals which goes unnoticed.
Commenting on the launch of the brand campaign Siddhartha Pahwa, CEO, Meru Cabs said, “Our new campaign “NO hidden, NO Surge, NO Ride Time or NO Cancellation Charge†aims to educate customers on hidden costs applied by several taxi aggregators. Through this campaign, we reiterate our commitment to customers that with Meru as their trusted travel partners they pay “True rupees per km†for all transactions promising transparency and open communication.â€
Meru’s new brand campaign (Print, Radio, OOH) has been conceptualized, created and executed by Enormous Brands with an effective media strategy recommended by OMD India. The campaign will be further amplified through digital media with hashtag #PayTrueRupees on social media, Youtube, online banners, OOH channels.
Ashish Khazanchi, Managing Partner, Enormous brands explains the idea behind True Rupees per km, “Meru prides itself in the extreme transparency with which it services its customers. Under the marketing clamour of discounts, cash backs and offers in the taxi industry, Meru wanted to make a bold move to highlight the fact that most competitors’ prices/fares seem attractive in the forefront but always have unnecessary hidden costs. The idea behind coining the phrase True rupees was to send out a clear message upfront to the customer that Meru operates transparently and honestly unlike other prominent cab aggregatorsâ€.