RedBus shows safety with a father-daughter role reversal
Watch the film conceptualised by McCann Worldgroup here
Aug 04, 2020 04:18:00 AM | Video | Campaign India Team Share -
RedBus has rolled out a film to show the safety steps its undertaking to make bus travel safe as parts of India start opening post the lockdown.
Conceptualised by McCann Worldgroup, the film shows a mother and daughter discuss about her impending travel. The father hears this and reminisces about the time when he was travelling for work somewhere and he had kept it as a secret because his daughter wouldn't want him to travel. He then raises the safety issue to which the daughter responds by stating how RedBus has increased safety standards.
Pallavi Chopra, vice president, brand, and head - marketing, redBus, said, “As an enabler of journeys, it has been our constant endeavour to help travellers reach their destinations in the safest and easiest way possible, especially in the present circumstances. The Covid-19 pandemic has not only disrupted the business of establishments, but also the dreams and aspirations of millions of individuals out there, who are longing to travel in pursuit of their goals. We thus envisaged a subject or scenario that resonated with households across the country in order to shape the campaign. The result is a very strong and emotional narrative around one of those important journeys in life, projected through the love and concern between a father and daughter, to drive home the message of #journeyfordreams.”
Sambit Mohanty, creative head - South, McCann Worldgroup, said, "A journey isn’t just travel between point A and point B – it has a purpose and an underlying emotion. RedBus as a brand is all about enabling these journeys and human connections. We wanted to reassure bus travellers that RedBus’s Safety+ Programme is in place to enable safe bus journeys, and our father-daughter story does a beautiful job of conveying the same."
Dileep Ashoka, EVP - South, McCann Worldgroup, said, "We have been in partnership with redBus for the last few years and the upward trajectory of our journey has been broken for the first time with the onset of the pandemic. Being in the businesses of facilitating life’s journeys, and the custodian of the online bus ticketing category, we felt the imperative to comfort customers by making travel safe in these uncertain times. The story narrative seeks to demonstrate this in a manner that drives brand affinity."
Client: redBusCEO: Prakash SangamVP - brand and head of marketing: Pallavi ChopraAssociate director - brand marketing: Vikesh JainAssistant brand manager: Divya SadanandanAgency: McCann, Bangalore
Chairman and CCO: Prasoon Joshi
Head of creative: Ashish Chakravarty
Creative head (South): Sambit Mohanty
Creative team: Nilesh Kulkarni, Ajith Emmanuel, Unnikrishnan R
Films: Crystal Carvalho
Account management: Dileep Ashoka, Sonal Devraj, Ashwin Rasquinha, Rakaah Chatterjii, Rohith
Planning: Rasika Fernandes, Sai Karthik
Production house: Another Idea
Director: Puneet Prakash
Producer: Smaran Gandhi