Campaign India Team
Dec 31, 2018

Year end message: On New Year's Eve #PeekeMatChala

Watch the film conceptualised by Ola here

Ride-hailing platform Ola has launched the 2018 edition of its flagship #PeekeMatChala campaign. This campaign is targetted to making roads safer through a social media campaign amplified with a series of awareness and on-ground activation drives at airports and malls across India. These activations are aimed at urging patrons to take a pledge to abstain from drinking and driving and party responsibly this holiday season.
 
This year’s edition of #PeekeMatChala takes a musical route through the launch of a captivating party rap. The platform has collaborated with Prabh Deep, an upcoming 23-year old Indian rapper known for his socially conscious rhymes, to create a rap song that aims at deterring people from drinking and driving. Set in an Ola cab, the video showcases the different antics people indulge in when drunk with the lyrics communicating the key message. Drawing on the success of previous editions of #PeekeMatChala, this video takes the same witty, creative and light-hearted approach to drive home the message of responsible drinking. 
 
Pallav Singh, SVP, Ola said, “The holiday season is a time for fun and frolic, and hence we chose music as a medium to communicate the message of don’t drink and drive. With a catchy tune and easy to sing-along lyrics, party goers will be able to echo the thought of not driving under the influence of alcohol and take an Ola instead.”
 
Over the years, Ola has partnered with local authorities, industry bodies, bars, restaurants and influencers to discourage driving under the influence of alcohol. Previous editions of #PeekeMatChala saw online and offline initiatives being launched that promote responsible drinking which include setting up designated kiosks to facilitate bookings, sharing responsible drinking tips with consumers and launching engaging videos.
Source:
Campaign India

Related Articles

Just Published

Premium
Shirley D'Costa joins Supari Studios as chief business officer
Premium
1 hour ago

Shirley D'Costa joins Supari Studios as chief ...

Was digital practice lead (West) at MSL prior

Premium
MullenLowe Lintas Group moves out of Express Towers
Premium
2 hours ago

MullenLowe Lintas Group moves out of Express Towers

Aims to be a 'hyper-bundled' advertising agency that offers all services under one roof

Premium
Cannes Lions 2019: What Cannes wants to talk about? Quitting social media
Premium
2 hours ago

Cannes Lions 2019: What Cannes wants to talk about? ...

Conversations at Cannes kept returning to the negative influence of social media on mental health, with other strands of the same discussion touching on harmful agency-client working relationships and the introduction of psychological "safe spaces" at work.

Premium
Cannes Lions 2019: 'Creatives need to step up' - Nick Law
Premium
2 hours ago

Cannes Lions 2019: 'Creatives need to step up' - ...

The global chief creative offiicer at Publicis Groupe tells Cannes that creatives can't hide behind the big idea, but need to become masters of media and step up as business partners.