Ola, the mobile app for cab booking has launched its first nationwide marketing campaign titled ‘#ChaloNiklo’. Created by Happy Creative Services, the campaign aims to position Ola as the go-to transport platform of choice for immediate and spontaneous city travel needs.
One film shows a magician performing his stunts in front of the army. He asks one of the men seated in the audience to pass on his watch as he tries one of his tricks. He places it in a cloth and hammers the watch. He then shows off his skill to the audience. But, it backfires as the magic trick hasn't worked and the watch has actually broken. This puts the magician in an awkward position and he's shown using the Ola Mobile app to make sure he's out of there in a jiffy.
The other TVC shows a man commemorating one of his colleagues for completing 25 years at the office. He gives a speech in appreciation and then goes on to announce he'll be giving him a small token of appreciation. Just as he says this he looks at his colleague to pass on the memento. The man who was supposed to hand over the memento realises he's forgotten it. He uses the Ola Mobile app and books a cab for his swift exit.
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, this will strike an instant chord with our consumers.”
Kartik Iyer, CEO and co-founder, 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 perfect timing! Chalo Niklo is a simple yet a 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 is being run across TV, Radio, print and outdoor with a focus on social media through Ola’s media agency, Motivator World.
Creative agency: Happy Creative Services
Media agency: Motivator World
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Watch the film conceptualised by Ogilvy here