redBus launches an ad-film as part of a broader campaign to highlight the brand’s proposition
redBus has launched a large scale, 360 degree integrated marketing campaign, featuring its brand ambassador, MS Dhoni, highlighting the conveniences and advantages of using the redBus platform, as opposed to traditional methods of bus ticketing. It emphatically urges people to avoid being puppets of unorganized ticketing methods and take control over their journeys with redBus.
As part of the campaign, redBus has launched a 30 second TVC, which is the first in the series of two commercials, with the second video set to go live on 7th December. The films emerge from the core idea of highlighting the plight of travellers who are at the mercy of offline bus ticket booking system. They often have no control over the choice of bus, seat or ticket pricing. The films dramatize this lack of control by portraying the offline consumer as a puppet controlled by greater forces. The messaging deals with two major pain-points faced by offline ticket purchasers – limited range of options and arbitrary prices. redBus comes to the rescue on both occasions with Dhoni carrying the brand’s message of ‘taking control’ of one’s bus journey with the help of the redBus app, with his sporty elegance.
redBus launched its first brand campaign with Dhoni in May this year, where the cricketing legend was cast in an unusual avatar of a hockey player. The films associated with this campaign, emphasised on aspects such as choice of leg room and best discounts offered on the redBus platform and was well received across India. The campaign also helped deliver growth in the west and north markets for redBus.