inDriver, the new cab hailing app, has rolled out its launch campaign #AapKiMarziAapKiRide in India, conceptualised by Cheil India.
The campaign is built on the unique offering in the app-based cab hailing service segment which is pivoted around choosing the fare, car and driver with the guarantee of zero surge price to consumers.
Conceptualised by Cheil India, ‘Aapki Marzi, Aapki Ride’ campaign film brought insights from everyday situations where one feels helpless because of no choice or say. Shot in Mumbai, the film displays the protagonist in situations where what he wears, eats and whom he goes out with are dictated by others. But with inDriver, he feels relieved that at least he can have a say in choosing his fare, car and driver.
inDriver connects drivers and passengers, and allows them to independently agree on all the terms of each trip. With inDriver, people can travel intracity and intercity rides without compromising on safety and convenience.
“We wanted to communicate this effectively. Aapki Marzi, Aapki Ride campaign is rooted in an insight that while booking a ride, most people in India face issues like cancellation, surge pricing, etc. Through this campaign, we wanted to highlight inDriver's unique model that allows passengers to make price offer on their ride request and negotiate with nearby drivers. In turn, drivers are not automatically assigned to passengers, they can accept or reject or negotiate a more preferable fare,” said Pavit Nanda Anand, South Asia PR Manager, inDriver.
Sean Joseph Colaco, Executive Creative Director at Cheil India, said, “The film unfolds in the backseat of a cab. Two scenarios, two very different end results. One gives you control; one leaves you controlled. Reinforcing the ‘Aapki Marzi’ promise of the brand – your fare, your driver, your cab! A product demo film that plays out the frustration when one doesn’t have control in everyday life situations. It then establishes how inDriver brings confidence and relief when one is in control, but done engagingly and entertainingly."
Client: Suol Innovations limited (inDriver)
Agency: Cheil India
COO: Sanjeev Jasani
Business Head: Jaibeer Ahmad
Account Director: Puran Dev
ECD: Sean Joseph Colaco
Creative Director (Copy): Devdas Nair
Creative Director (Art): Jitendra Kumar Kaushik
Creative Group Head (Copy): Muhammed Tanveer Afaque
Creative Group Head (Art): Deepak Latwal
Art Director (Motion): Suryansh Sharma
Production House: EC Studios
Director: Arjan Chakradhar
Executive Producer – Umesh Bopche
Producer – Bijal Majithia
Associate Producer – Shrinath Prabhu
Account Management (EC Studios) – Meera Ghare
DOP: Aditya Kapoor
Editor: Paromita Ghosh
Line Producer: Pallavie Kakkar
VO Artist: Tarun Ratnani
Hair and Make-up: Sachin Jhadav