Carpool emerging as future mode of transportation in India:Siddharth Pahwa

The digital campaign #DilKaDarwazaKholo, conceptualized and executed by MindShift Interactive helps in bringing awareness for the Carpooling concept in India.

In a move to introduce Carpool by Meru, Meru Cabs has launched the #DilKaDarwazaKholo campaign. The campaign has been conceptualized and executed by digital marketing agency MindShift Interactive.

With the #DilKaDarwazaKholo campaign, Meru Cabs asked consumers to simply share a ride in personal cars with fellow city travelers. It is about opening your heart to a new way of traveling and doing your good deed of the day! The campaign, launched with hashtag #DilKaDarwazaKholo covering the benefits of carpooling from a ride-owner’s perspective, engaged users through illustrations depicting the need for carpooling in India, reaching out to the working audiences and inter-city travelers alike. It increased its outreach through contests that generated curiosity, queries and eventually application downloads as well. A second phase with a witty campaign that tagged Celebrities and brought about a topical angle was #CarpoolCelebCrew that got all of Twitter sharing the celebrities they’d like to carpool with. The campaigns trended across Mumbai and India, and created buzz across Facebook, Twitter and Instagram for Carpool by Meru.

The two-month campaign had an overall outreach of 10.1 Million across social media and through digital channels such as emailers, SMS and in-app banners. Social Media success was evident through the hashtag successfully trending in India with over 1700+ Tweets and consumers across Facebook and Twitter asking about the service. The digital campaign witnessed success in the form of application downloads, with a 3x user growth MoM and a 11% sustained engagements related to Carpool by Meru.

Commenting on the success of the campaign, Siddharth Pahwa, CEO, Meru Cabs said, “Based on the concept of shared economy, carpool is now emerging as a future mode of personal transportation in India that not only reduces costs of travel but greatly reduces infrastructure & environmental issues in the country. Aimed to encourage a simple act of reducing the one-person per vehicle issue through a communal effort of sharing a ride, Meru has been able to reach thousands of daily commuters and build Meru loyalists in just two months. With the

#DilKaDarwazaKholo campaign Meru has been able to effectively communicate and engage with a larger audience across digital platforms and build a community that supports this innovative initiative.”

Zafar Rais, CEO, MindShift Interactive added here, “Carpool by Meru an initiative to reach out to more consumer needs. It focuses on helping people across India use their cars, share experiences together, do their bit towards the environment and get rid of the everyday travel issues like parking, traffic, rising fuel prices etc. The campaign educates and engages with audiences on digital, helping them bring about a shift in the way they travel each day and we’re glad to be part of this initiative by creating the necessary MindShift in India.”

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