RedBus has rolled out a 30-second film, to showcase the hurdles domestic travellers have to battle during festivities. Conceptualised by McCann, the film aims to position the brand as a solution to these travelling obstacles.
The film depicts a metaphorical theatre playing the show ‘Hot seat ka natak’ (hot seat drama). On stage, the tableau style bus features a battle zone of passengers rushing to grab a seat. As the curtain closes, the camera pans to an audience member sitting comfortably. Amused by the scene at play, he asserted, ‘Apni manpasand bus seat paane ke liye itna naatak’ (so much drama to get your favourite bus seat), proposing the ease of online booking.
Prakash Sangam, CEO, redBus, said, “With inter-city bus travel getting back on track, the upcoming festive season will be a catalyst for greater recovery. While online booking of seats has witnessed widespread acceptance, over the last 18 months, we are looking at inculcating this habit among a significant base of travellers who use traditional offline methods of ticket booking. Our campaign portrays the hardships associated with non-digital methods, to urge travellers to try redBus.”
Pallavi Chopra, senior vice president, brand and head of marketing, redBus, added, “The messaging is straightforward, to help achieve high recall for travellers looking forward to visiting and spending festive occasions with their families.”
Dileep Ashoka, EVP, McCann South, said, “To show the plight of a pain-conditioned traveller, we chose tableaux as a treatment and theatrically demonstrated the pain, using lyrics and music to further amplify this.”
The campaign will be rolled out across television and the brand's social media channels.
Agency: McCann Bangalore
Creative director: Rathish Subramaniam