Online bus ticketig platform redBus has launched two films featuring cricketer MS Dhoni.
The campaign 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. Most traditional and unauthorized ticketing agents offer little choice to passengers on seat selection or extra leg room, yet charge exorbitantly, resulting in a journey that is uncomfortable or distressing. The campaign vividly highlights these aspects with two entertaining and creative films, featuring the cricket icon.
In one film, viewers witness Raja Babu, the local politician trying to create space in a bus for his throne like seat, by having his henchmen remove some of the regular seats. The helpless bus conductor seeks intervention from Balbir Singh in the vicinity, who takes a scoop and corners the neta, convincing him to use the redBus app to gratify his travel requirements, rather than indulging in netagiri.
Watch the film here:
In the other film, the same neta falls prey to a travel agent’s deceitful ticket pricing, to be alerted in the nick of time by Balbir Singh, who highlights the best and genuine offers that redBus makes to its customers. Both films end with the neta vouching for redBus, along with Balbir Singh.
Pallavi Chopra, VP and head of marketing, redBus, 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.”
Dileep Ashoka, EVP, McCann Worldgroup, Bangalore, said, “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”
This 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.
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The agency has been working on the account since 2004