Allu Arjun arrives in the latest brand campaign for redBus

redBus has launched its first digital-first brand campaign, with its brand ambassador, Icon Star Allu Arjun, ahead of the festive season, with the objective of presenting itself at the heart of intercity bus travel, amid the upcoming festive occasions and holidays. As part of the campaign, the world’s largest online bus ticketing platform, has rolled out two ad-films with Allu in the lead and delivering the message of ‘bringing your loved ones and dreams closer with redBus’.

As an established brand in the intercity bus transport sector in India, redBus is known for its pioneering enterprise in enabling millions of travellers to book their tickets and undertake bus journeys seamlessly, with the largest inventory of private and government buses on its platform. redBus is also at the forefront of several innovations and industry firsts that have been instrumental in shaping the landscape of the sector, such as live bus tracking, flexible date change, destination arrival alerts, numerous payment options for easy and quick booking and more. With an exceptional set of useful features and options, and being the first organized digital player in the industry, redBus is clearly positioned and recognized as the go-to platform for intercity bus ticketing in the country. The brand now intends to progress from a functional communique to one that builds a more emotional and cultural connection with its audience to create enduring relationships, trigger a habit change among offline ticketing travellers, as well as attract young first-timers, and has crafted the campaign to that effect.

Campaign theme:

redBus undertook extensive research across 15 cities, reaching out to hundreds of people from different walks of life to identify the emotional and cultural anchors that it needed to create the theme for the campaign. Two aspects stood out, they were- ‘India dreams big’- people are ambitious, with a zeal to make it big in life and ‘Family comes first’- commitment towards family ranks high in priority. This creates a dilemma among many, having to choose either ‘ambitious goals’ or staying connected to loved ones and redBus saw here a clear opportunity to resolve the conflict and ease the tension by positioning itself as an enabler, allowing people to follow their dreams as well as perform their family duties, but not at the cost of one another. With this emerged the campaign tagline- ‘redBus: Apno ko, sapno ko kareeb laye’.