Rapido has launched a campaign titled #ZarooriHaiKya (is it necessary), to drive mindfulness towards the essential service workers who are at higher risk during the pandemic. Conceptualised by Rapido’s in-house team, the digital film asks people to step out only when necessary.
The film showcases several instances where consumers use delivery services which are not urgently required. It urges users to choose essential needs over expendable ones.
Amit Verma, head of marketing, Rapido, said, “The idea to do such a responsible marketing campaign stemmed from the consumer behavior seen across the country during the pandemic. Accelerating our delivery service or promoting our bike taxi services may be beneficial to us, but at Rapido, we also feel responsible for the lives of our Captains and essential delivery partners. As the nation prepares for unlock, we want to urge everyone to act responsibly and think about the frontline warriors. Through #ZarooriHaiKya, we would like to plead to the sensibilities of our users to not book that ride, to not ask your friend to deliver that item, to not call home services guys to fix a thing that you do not need at the moment, and thereby saving someone’s life.”
The brand will roll out two more shoulder campaigns on social media platforms.