The cab service’s first ever nationwide campaign highlights the evolving consumer usage pattern for cabs – from planned travel to spontaneous movement
BestMediaInfo Bureau | Mumbai | January 6, 2015
Ola, a mobile app service for cab booking, has launched its first nationwide campaign titled ‘Chalo Niklo’, created by Happy Creative Services. The multi-channel campaign aims to position Ola as the go-to transport platform of choice for immediate and spontaneous city travel needs, across cabs, autos, taxis etc. It is being run across TV, radio, print and outdoor, with a special focus on social media through Ola’s media agency, Motivator World.
Speaking on the campaign, Kartik Iyer, CEO & Co-founder of Happy Creative Services, said, “Ola is a home-grown revolutionary service that makes life so much easier in a country like ours. We are proud and excited to launch Ola's first brand campaign, and with their presence in over 60 cities now, we think this is just the perfect timing. ‘Chalo Niklo’ is a simple yet very interesting and colloquial way to connote how Ola addresses a consumer’s need to leave in an instant from just about anywhere. The brand has many plans in the months to come and we hope to create more exciting work to help Ola achieve its goals.”
The campaign highlights the evolving consumer usage pattern for cabs – from planned travel to spontaneous movement. The first TVC ‘The Ultimate Disappearing Act’ shows a magician performing acts in front of an auditorium packed with military professionals. In order to show his skills, he asks one of them to lend his watch. To his shock and horror, while performing the magic, he ends up breaking the man’s watch. The magician immediately books a cab on Ola and flees.
The second TVC titled ‘The Ride That Saved the Day’ is set in an office where a senior is bidding farewell to a colleague, ‘Mr Parthasarathy’. The senior asks one of his associates to hand him the memento to be presented to Mr Parthasarathy. The associate is stunned as he realises he doesn’t have it. He immediately books a cab on Ola and rushes out to get it.
Sudarshan Gangrade, Vice-president, Marketing, Ola, said, “‘Chalo Niklo’ is a theme that the smartphone generation will relate to. We believe personal transportation is like any other daily use product or service. Traditionally, cabs were being considered by customers for one-off or planned travel, but with Ola’s mobile app available, consumption patterns have significantly changed. Customers can get a cab, taxi or an auto when there is an immediate need to leave, with just one touch on their smartphone. The ‘Chalo Niklo’ campaign captures this very insight, highlighting the fact that the need to leave can arise any time. This is brought to life with a 360-degree integrated marketing approach. We are excited about this campaign and are confident that this will strike an instant chord with our consumers.”
Launched in 2011, Ola is currently present across 60 cities with over 60,000 cabs on its platform. Ola has also added Mumbai’s iconic ‘Kaali-Peeli’ taxis and India’s ubiquitous auto-rickshaws across Bengaluru, Chennai, Pune and Delhi to their burgeoning roster.
CEO: Kartik Iyer
Chief Creative Officer: Praveen Das
COO: Siddhartha Roy
Creative Director: George Abraham
Creative Controller: Vijay Joy
Creative Controller: Athul Chathukutty
Account Planning: Ravi Bhat
Group Account Director: Ameya Lokhande
Sr. Account Manager: Keshav PN
Production House: Jamic Films
Director: Nikhil Rao
Executive Producer: Mekala Krishnaswamy
Producer: Akshay Uchill
Post Production Supervisor: Karthik Ramakrishnan
Media Agency: Motivator World