Ola has rolled out a '#DoYourShare' campaign that looks to promote its 'Ola Share' offering, wherein consumers along the same route share a cab.
The brand has a billboard across 'prominent' locations in Mumbai, Delhi and Bengaluru that shows real time data of the CO2 (carbon di-oxide) emissions saved by consumers using 'Ola Share'. The initiative driven by OOH and social media went live on 3 August 2016.
Happy Creative Services has worked on the creative, Ecosys OOH on the outdoor, while Motivator is the media agency.
The campaign has been gamified for the three cities to compete against each other to achieve a set target of reduction in carbon emissions during this period.
The data on OOH sites and social media will be accompanied by messaging asking commuters to ‘Do their share’. The initiative is 'powered' by The World Resource Institute (WRI), a research organisation working towards a creating low carbon economy.
Ola's stated target is to reduce CO2 emission by 1200 tonnes across the three cities until 15 August 2016. According to the last social media post put up by @OlaCabs (around 8 pm on 10 August), Bengaluru has saved 255 tonnes, Mumbai has saved 247 and Delhi is at 246.
Raghuvesh Sarup, head of categories and CMO, Ola, said, “Shared mobility is the new paradigm for sustainable transportation. With Ola’s ‘#DoYourShare’ campaign, our goal is to help cities reduce on-road congestion and unhealthy traffic jams, by encouraging more and more commuters to opt for Ola Share. It will be interesting to see the three cities race for clean air, as their citizens compete to contribute towards reduced emissions, responsibly.”
He added, “We intend to take this campaign to other cities as well and relentlessly work towards building sustainable mobility solutions for the country, as we advance on our mission of building mobility for a billion Indians.”
Vivek P Adhia, head business engagement, WRI India, said, “Initiatives promoting sustainable transportation, such as Ola’s ride-sharing offering have the potential to significantly reduce the carbon footprint on the environment. While gaps have existed in measuring the impact – internationally consistent and locally relevant approaches being adopted by major players, would help in better planning and engagement in this space. We believe the proliferation of such initiatives would help support ambitious climate action at the ground level and play a key role in accelerating progress towards India’s national commitments on 33 to 35 per cent intensity reductions made at Paris COP21 last year. We are thrilled that Ola is using our toolkit to measure their emissions impact on the environment. This is the first step in contributing towards environment-friendly cities in the country.”