The new campaign, conceptualized by Happy Creative, is aimed at taking an aggressive approach to gain market share with the Rs 6/km offering
BestMediaInfo Bureau | Mumbai | April 26, 2016
Ola, a leading app-based cab service, recently launched its digital film to recover its losing market share. While Uber has been doing well with its disruptive global strategy, the Bangalore-based Ola is trying to hit back with its “affordable ride” in an Ola Micro.
Happy Creative Services has created three digital films with a similar theme. Portrayed in a humorous manner, the first film shows a group of friends eating at various stalls at a food festival. After eating at two stalls, when they come to the third one for ice-cream, a friend says that his friend runs at Rs 145/km, and Ola micro runs at Rs 6/km.
The other two creative also show a similar scenario. One of them shows a father and a little son who demands for all toys a festival. The film ends on a similar note, where the father says his son runs at Rs 125/ km, and Ola micro runs at Rs 6/km.
The last of the three digital films shows a young couple where the boyfriend buys all the things his girlfriend likes at a pop-up market. In this one, too, the boyfriend says in the end that his girlfriend runs at Rs 525/km, and Ola micro runs at Rs 6/km.
All the films end with a narrator telling the viewers to open the app and book an Ola micro.
Raghuvesh Sarup, CMO and Head of Categories, 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,” commented Kartik Iyer, Co-Founder and CEO, Happy Creative Services.
The Ola Micro campaign will be supported by a strong national communication across mediums. This offering will be available across 42 cities in India in order to make air-conditioned cabs more affordable for millions of Indians.
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.
Client: Ola Cabs
Agency: Happy Creative Services
Co-founder and CEO: Kartik Iyer
Co-founder and CEO: Praveen Das
COO: Siddhartha Roy
Director - Strategic Planning: Ravi Bhat
Associate Creative Directors: Arpana Honap and Vijay Joy
Creative Controller - Art: Sabu CV
Client Services Director: Ameya Lokhande
Group Account Manager: Keshav PN
Production house: Likeminded People
Director: Piyush Raghani
Executive Producer: Ruchi Mehta
Producer: Puneet Bhatia