Ola Launches Campaign To Celebrate a Progressive and Cashless Digital India
Ola, India’s largest and most popular private transport company, is all set to help India ride cashless. With a multi-channel campaign titled ‘Nahi rukega India. Cashless chalega India.’ the company aims to motivate people not to stop riding; cash or no cash. Co-created with the creative agency Happy mcgarrybowen, it addresses the average Indian commuter, urging them to look on the bright side of change.
The campaign is led by a TV ad, complemented by print and digital ads that reinforce the campaign message of – India won’t stop. India will ride cashless. On TV, the message is delivered through a soft and poetic, but compelling style, while print and digital media seek to keep spirits up by running the campaign slogans in prominence.
This is appended by offers that promise cashbacks from partners - HDFC Bank, a host of E-commerce and retail brands and of course Ola Money - Ola’s very own E-wallet.
Raghuvesh Sarup, CMO and Head of Categories at Ola said, “Ola‘s vision is to build mobility for a billion Indians, and this requires a deep understanding of the market. One such insight is that today’s young India rapidly embraces new technologies, perhaps faster and more enthusiastically than anywhere in the world, and keeps moving ahead. Further, the campaign comes at a time when a seamless payment option is the need of the hour for citizens. To make payments hassle-free, Ola is offering a range of payment options from cash to credit cards, debit cards and Ola Money, so that India can keep moving. The campaign also marks Ola’s support to the new demonetisation drive launched to eradicate black money and uphold the nation’s security”.
Kartik Iyer, CEO at Happy mcgarrybowen said, “Brands have always been a mirror to society. Given the trying times, we wanted to make sure we send out a positive message to Ola's customers. Ola has always believed in delivering progressive change to society. With this opportunity we wanted everyone to know Ola is there as a trusted partner through every journey we embark on as a nation.”
The campaign has been conceptualised by Ola’s agency on record - Happy mcgarrybowen and the TV film directed by Piyush Raghani from Like-Minded People.
Ola is among the leaders in India using digital technology to enable convenience for consumers. With the recent launch of the postpaid service called ‘Ola Credit’ - a global first in the Industry - riders are allowed to take rides on credit and pay for them later. Ola Credit was introduced at a time when cash conservation was key to citizens. Ola Money is already amongst the top three digital wallets in India, facilitating one-touch payments and checkouts across a range of use cases like Travel, Food, Entertainment, E-commerce, Bill payments and easy fund transfers to friends and family - all in a secure and hassle-free environment.
The ‘Nahi rukega India, cashless chalega India’ campaign is being run across media with a national as well as a hyper-local approach. With operations in over 100 cities, the communication is via mass reach vehicles like TV, Print and Social, including vernacular languages and media.