Campaign India Team
Jul 03, 2013

Redbus.in takes animated route to assist unplanned journeys

Watch the ad films created by Lowe Lintas here

wide player in 16:9 format. Used on article page for Campaign.

Online bus ticketing portal Redbus.in has released a television campaign showcasing the ease through which consumers can book tickets online.

Created by Lowe Lintas, the campaign consists of three animated films to underline the thought: 'When you gotta go, you gotta go'.

 

 

 

 

The first TVC features an old couple. The man in his rocking chair and the lady drying the dishes receive a text message which reads: 'It's a baby girl’. The next shot has an animated logo of Redbus.in (which is shaped like a bus) driving into the frame. The couple are then shown with their bags and balloons, indicating that they’re off to celebrate the little one’s arrival. A super reads, 'When you gotta go, you gotta go'.

The second film shows a man eating his lunch. He's bored and doesn't seem to be too happy eating as a fly hovers around him and his food. He then gets a text message from his mother; it reads: 'Made your favourite fish curry! Missing you! - Ma'. While he's reading the text, the fly falls on his plate. Annoyed, he slides his food away and thinks of what to do next. That's when he gets the idea of booking tickets online. He heads to his mother and the fish curry, courtesy Redbus.in.

The third film showcases the ratings feature on the portal, helping customers choose from multiple options. A group of four girls need to head to Goa for their college reunion. The group rejects two buses that come their way because of the low ratings received on Redbus.in, before taking the third - because of its five-star rating.

On the campaign, Rajesh Ramaswamy, group creative director, Lowe Lintas, Bengaluru, said, "The idea was simple. In fact the expression says it all: 'When you gotta go, you gotta go’. We just put our heads together to think of compelling situations when you had to had to had to go - simple situations that most of us would relate to.”

GV Krishnan, executive director, Lowe Lintas, Bengaluru, added, "RedBus.in approached us with a clear mandate to create a differentiated positioning for the brand that will lead to awareness and drastically increase traffic to the site. Our task, in short, was to establish redbus.in as an expert and the undisputed leader in bus ticketing. During our internal discussions, we hit upon the insight that almost all bus journeys are unplanned, unavoidable and therefore last-minute. Placing the brand bang in the middle of this truism made enormous sense. With its innovative and transparent services, redbus.in is truly the facilitator of such journeys.”

Credits

Client: Redbus.in
Agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Kishore Mohandas, Gerald Anith, Sooraj Pillai, Rohan Kodialbail, Aarthi Sivakumar.
Business head: G V Krishnan, Anand Narayan, Savio Fernandes, Deejan P
Production house: Eeksaurus, Mumbai Nilima
Director: Suresh Eriyat

Source:
Campaign India