redBus has launched a campaign featuring brand ambassador Mahendra Singh Dhoni.
Conceptualised by McCann Worldgroup India, the first film in the campaign looks to push home the advantages of using redBus over traditional methods of bus ticketing. It dramatises a lack of control for consumers by portraying the offline consumer as a puppet.
Prakash Sangam, CEO, redBus, said, “We have strengthened our footprint across the country, especially in West and North India, with MS Dhoni anchoring our campaigns. The online bus ticketing segment is still underpenetrated with tremendous potential to grow and our objective is to attract a large cohort of offline ticket purchasers to experience the convenience of booking on redBus and thereby drive growth.”
Pallavi Chopra, VP and head of marketing, redBus, added, “The objective of this campaign is to attract a large segment of offline ticket purchasers who are deprived of choice and best ticket prices, to try redBus and enjoy a hassle-free travelling experience. We have put up a strong narrative to emphasise this message, with Dhoni delivering it emphatically to a pan-India audience. The films are both, educating and entertaining and sure to command strong attention from our audience."
Dileep Ashoka, EVP, McCann South, said, “redBus has already managed to get a large share of the early adopters on board with previous campaigns. The objective of the current communication is to target the laggards in the category- those who are habituated to booking through traditional methods, despite all the pitfalls. The use of the puppet as a visual device, a catchy rap and Dhoni’s mass appeal is aimed at driving home the message to a wider demographic in the most disruptive way possible and shake offline consumers from their current state of inertia."
Creative agency: McCann Worldgroup – Bengaluru
Creative director: Puneet Kapoor
Production house: Keroscene Films
Director: Rajesh Saathi
DOP: V. Manikandan