Campaign India Team
Apr 27, 2015

TaxiForSure tries filmi spoof to boost referAll programme

Watch the online video here; CEO Singhal explains social media focus

wide player in 16:9 format. Used on article page for Campaign.
TaxiForSure has launched a campaign to support its referAll scheme which went live earlier this month. The film has been conceptualised in-house.
The film follows a mafia-like Bollywood setting. It opens with the lead protagonist eating a meal, unmindful of three parties who have come to pay their share of moolah to him. Each of them comes up to the table, presents a briefcase, and exits the room. A pretty young female assistant opens up the briefcases for his inspection. It is revealed that they contain his share for referring TaxiForSure to others. Overjoyed, he breaks into a dance with the assistant, The film ends with a super reading, ‘Get rich. referAll your friends’.
Arvind Singhal, CEO, TaxiForSure, said, "We have been transforming the way India commutes by offering convenience at great value. And, I’m proud to also mention that we have been setting higher industry standards in communicating the benefits of our services. This video is a simple yet effective way to share our referral program with our existing and prospective customers, in a fun and engaging manner. I’m confident that it will remain with each viewer for a really long time.”
Singhal spoke with Campaign India about and insight behind the programme. He said, “We have announced the referAll program on the digital space only as that is where most of our consumers are. Our brand strategy has been to create engaging content on social media which is what we’re trying to do with our latest digital campaign. A lot of people treat this as an opportunity to grow their own money while also getting their friends onto the platform. That is an insight that we have tried to leverage.”
On the objective, he said, “We have a very strong user base of a million-plus consumers who have given us positive feedback and support over time. What we have also seen is that these are the people who would like to invite their friends and family onto our platform. Which is why we have created this programme to enable such consumers to be able to share the programme and the brand with their friends and family. We’re working on the technology involved as well to enhance the experience further in a bid to expand this category and move further.”
The programme, which kicked off on 14 April, will last a month, Singhal informed.
The film has been conceptualised internally by the marketing team at TaxiForSure and produced by Throttleman.
Client: TaxiForSure
Creative agency: In-house
Production house: Throttleman
Director: Visho Rao
Campaign India

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