MUMBAI: redBus has launched a large scale, 360-degree integrated marketing campaign, featuring cricketing legend, MS Dhoni. It highlights key propositions of the platform with a strong narrative, delivered by Mahi, who was recently appointed as the brand ambassador of redBus.
The campaign, created and conceptualised by McCann Worldgroup – Bengaluru, brings to the fore, specific aspects of bus travel that inconveniences passengers, impacting the overall experience of the journey- from booking tickets, all the way to completing the trip.
On the occasion of the launch, redBus VP and head of marketing Pallavi Chopra said, “The objective of this campaign is to strengthen our engagement with customers, while also attracting a large group of offline ticket purchasers across the country to our fold. An off-centre portrayal of Dhoni, as Balbir Singh, as the flag bearer of the platform in a hilarious and entertaining narrative, strongly communicates our proposition to the audience. redBusgiri as opposed to netagiri couldn’t have happened at a better time. I am extremely excited and look forward to its reception among customers and fans across the country.”
McCann Worldgroup, Bangalore, executive vice president Dileep Ashoka said, “redBus is the undisputed leader in the online bus booking market in India. The redBus-McCann partnership has been an exciting and rewarding journey and this campaign is the latest product of this partnership. With this film we are seeking to reinforce the brand’s offering among its audience, while also attracting new customers. The decision to feature MSD was driven by the need to resonate across markets, with a challenge to show him in a refreshing and unprecedented manner. We feel that apart from the humour, cast and storyline, Dhoni's new avatar as a hockey team captain, will break clutter and drive conversations.”
redBus will reach out to its audience across the country through various media channels, both online and offline, and is investing heavily in marketing promotions, in line with its ambitious growth targets. The campaign will be aired on all leading national and regional channels with an extensive plan to promote on digital and social media, apart from cinema and outdoors.
