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Meru lure customers with ‘True Rupees Per Km’

Conceptualised by Enormous Brands, the 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. On the other hand, if they choose Meru everything is transparent and they pay only ‘True rupees per km’

BestMediaInfo Bureau | Mumbai | July 26, 2016


Meru Cabs has launched a brand new marketing campaign, ‘True Rupees Per Km’, to highlight its brand proposition of providing honest and trustworthy services to the fast-evolving transportation requirements of customers.

The print, radio and OOH campaign has been conceptualised, 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.

Siddhartha Pahwa Siddhartha Pahwa

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.”

Meru will be offering a 20 per cent instant discount offer (with no upper limit on the discount amount) using code True on the Meru Cabs mobile app till August 31.

The company had been running smaller marketing campaigns. This was after a period of two years that they have come out with a bigger brand campaign. Pahwa added, “Because of better technology we deploy now, our cost of operations have come down. We thought of passing this cost optimisation advantage to our consumers and came out with this offer.”

The campaign was launched on July 21 and was 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 among 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 get 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. So, with this idea the campaign was launched.

Talking about the competition in the category, Pahwa said, “I think a healthy competition in any category and industry is a must and I welcome that. A lot of things have been learnt by the competition from us and similarly we have learnt many things from them. What we do not support is the predatory pricing done by the competition with the intent to kill the competition in the industry and that is something we are against.”

When asked about the reduction in the market share, Pahwa said, “We are not much concerned about the market share but focus on how many new consumers we are getting and the growth in the value of business and that is growing at a rate of 35 per cent (YoY). We have more than 300 thousands apps download every months and I think that is a very good sign.”

Ashish Khazanchi Ashish Khazanchi

Ashish Khazanchi, Managing Partner, Enormous Brands explained the idea behind ‘True Rupees per km’: “Meru prides itself in the extreme transparency with which it serves 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 aggregators.”

The Print AD:



Client: Meru Cabs

Creative Agency: Enormous Brands

Media Planning: OMD India

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