redBus urges bus travellers to shun ‘Time-Pass' via online ticket booking

Delhi: redBus has launched an ad campaign to promote online ticket booking on its platform, by taking a swipe at traditional ticket booking methods.

Titled as ‘Time Pass Skip Karo’, the ad campaign comprises a series of six independent 20-second reel-like, ‘slice of life’ instances associated with intercity bus travel.

The short ad films showcase the hassles associated with traditional, over the counter bus ticket booking, compared to on app booking. Each of the six ad films addresses a specific pain point associated with traditional ticket booking and highlights the solutions online booking through redBus has to offer.

The films are available in three regional versions for MPCG, Delhi, and UP. 

Each film captures scenarios, such as passengers hurrying to board buses or travellers bargaining with conductors, amusing altercations over seat selections, to the frustration of not recalling previous travel experiences. 

The slogan in the ad-films, "Time Pass Skip Karo," echoes the state of people stuck with traditional bus booking methods.

Creative Credits:

Director: Mithun R Shaw

Production House: MiniKin DGWorks

Expressing her enthusiasm at the launch of the campaign, Pallavi Chopra, CMO, redBus stated, “This is a very special campaign, in the sense that we have adopted a very region-focused approach to ensure that the narrative of the benefits of embracing online ticket booking methods, strikes a chord with our target audience. The dialogues in the ad-films are therefore very relatable to people of specific regions, such as Madhya Pradesh or Delhi for example, as opposed to creating a ‘one for all’ campaign and dubbing it in multiple regional languages. With the summer travel season upon us, this campaign is perfectly timed to capitalize on increased travel demand. Our creative partners have done a fantastic job of not only being able to captivate the audience, but also connect with them emotionally through the ad films.”