Marching on with its #FarakPadtaHai campaign, Ola launched its latest film to promote Ola Share, yet again, through the lens of youth, keeping them at the epicentre of solving pertinent issues. The one-minute film highlights how the socially conscious youth of today is concerned about the future of the country and wants to work towards solving real issues like growing congestion and pollution in our cities.
Ola flagged off a year-long campaign titled #FarakPadtaHai on World Environment Day, June 5, 2017 to create awareness around shared mobility in the country. The film is the latest addition in multiple online and offline activities rolled out by Ola under the campaign.
Mudit Shekhawat, Senior Director, Marketing, Ola, said, “A solution like Ola Share is poised to solve the growing issues of traffic congestion and vehicular pollution and hence, it is important for us to ensure that more and more people are made aware of the benefits of shared mobility and take that crucial first step in that direction. Local innovations like Ola Share Pass will propel such adoption.”
He further added, “A lot of youngsters use Ola Share as they understand the benefits well, and that goes beyond the price advantage. The youth of India is socially conscious and are looking for opportunities to bring a positive change. The #FarakPadtaHai campaign is about inspiring people to bring about change and take the first step towards decongesting our cities. We believe the youth of our country has already taken that step.”
The film portrays how today’s youth is unfazed by social norms and trivial topics like caste, religion and food preferences. The film stressed on how their energies and mind space are more focused towards helping the nation move forward by resolving important issues such as growing traffic congestion and pollution. It ends with a message that ridesharing solutions like Ola Share can help reduce the growing menace of congestion and pollution. The film also invites ‘aam junta’ to take the first step towards sharing rides by buying a Share Pass at just Re 1 between August 15 and 31.
Kartik Iyer, CEO, Happy mcgarrybowen, said, “There's a certain perception that the youth of this country are indifferent. In fact, the euphemism 'Kya farak padta hai' has wrongly come to define them. That is not true. On the contrary, there is a rising consciousness on issues that really matter. This film is in effect, a statement by the youth that draws clear lines on what does or doesn't concern them. Social prejudices don't matter. Societal well-being does. The environment, the congestion in our cities, pollution, these are things that warrant real interest. Ride sharing matters. And that's the real spirit behind 'Farak Padta Hai.”
The campaign is being promoted on digital platforms such as YouTube, Twitter, Facebook and in print.
Agency: Happy Mcgarrybowen
Chief Executive Officer: Kartik Iyer
Chief Operating Officer: Samarjit Choudhry
Creative Director - Art: Kanickraj Samuel
Creative Director - Copy: Vijay Joy
Director – Strategic Planning: Phalgun Reddy
Associate Vice President: Ameya Lokhande
Account Director: M Siddharth
Production House: Soda Films
Director: Sukriti Tyagi
Producer: Mithun D'Souza