Celebrating the demonetisation move, the application-based cab service says ‘Nahi rukega India. Cashless chalega India’ in a campaign conceptualised by Happy mcgarrybowen
BestMediaInfo Bureau | Mumbai | November 22, 2016
Ola, one of India’s largest application-based cab services, is all set to help India ride cashless. With a multi-channel campaign titled ‘Nahi rukega India. Cashless chalega India’ (India won’t stop. India will ride cashless), the company aims to motivate people not to stop riding – cash or no cash. Co-created with creative agency Happy mcgarrybowen, it urges the average Indian commuter to look at the bright side of change.
The campaign is led by a TVC, and is complemented by print and digital ads that reinforce the campaign message of ‘India won’t stop. India will ride cashless’. This is appended by offers that promise cashbacks from partners HDFC Bank, a host of ecommerce and retail brands, and of course Ola Money.
The commercial begins with a girl looking at her empty wallet as she is about to start her ride. The campaign takes us through different moments of a person’s life as a background voice narrates the story. It concludes saying that if you don’t have currency notes, it doesn’t mean you stop travelling. The voiceover goes on to inform that one can pay with Ola Money.
Raghuvesh Sarup, CMO and Head of Categories, Ola, said, “Ola’s vision is to build mobility for a billion Indians, and this requires a deep understanding of the market. One such insight is that today’s young India rapidly embraces new technologies, perhaps faster and more enthusiastically than anywhere in the world. Further, the campaign comes at a time when a seamless payment option is the need of the hour for citizens. To make payments hassle-free, Ola is offering a range of payment options from cash to credit cards, debit cards and Ola Money, so that India can keep moving. The campaign also marks Ola’s support to the new demonetisation drive launched to eradicate black money and uphold the nation’s security.”
Kartik Iyer, CEO, Happy mcgarrybowen, said, “Brands have always been a mirror to society. Given the trying times, we wanted to make sure we send out a positive message to Ola's customers. Ola has always believed in delivering progressive change to society. With this opportunity we wanted everyone to know Ola is there as a trusted partner through every journey we embark on as a nation.”
Agency: Happy mcgarrybowen
CEO: Kartik Iyer
MD: Praveen Das
COO: Siddhartha Roy
Head, Strategic Planning: Phalgun Tiruvasu
Director, Strategy: Ravi Bhat
Client Services Director: Ameya Lokhande
Group Account Manager: Siddharth Sharma
Creative Director, Art: Kanick Samuel
Associate Creative Director: Vijay Joy
Creative Controller: Pranav Karnad
Production House: Likeminded People
Director: Piyush Raghani
Executive Producer: Ruchi Mehta
Producer: Kedhhar Barrve