YULU launches campaign to communicate gaps in existing mobility solutions
YULU is a company on a mission to create sustainable cities of tomorrow by revolutionizing the way people commute. Yulu is solving the complex problem of short-distance commute along with First and Last Mile connectivity while also helping alleviate the challenges of congestion and pollution. YULU’s vision is to provide shared, smart and sustainable urban micro-mobility solution to all.
Observing the existing gaps in the current mobility options, Yulu attempted to address those gaps by providing a holistic solution that not only serves as a very practical, convenient and affordable option but is also created with environmental health and goodness in mind. That led to the idea of Yulu Miracle.
Yulu has launched a series of digital films to promote the idea. Two films have gone live on their social media handles.
The idea behind these videos is to communicate the typical use-cases of Yulu and how it can become a part of the users day to day life. The three ad series takes us through the cycle of introduction, trial, and adoption of Yulu. While the ads show us these use cases, the crux of the ads is the emotional bond shared between the characters in the ad: Shweta and her dad (played by industry veteran Shishir Sharma).
The ad-film brings out the essence of an emotional bond shared between a father and daughter. The first ad in the series shows Shweta and her dad race against each other to get groceries from a nearby store. While Shweta chooses her car as her vehicle of choice to win the race, her dad uses a smarter option of using a Yulu Miracle. With the Miracle he is able to cut through the traffic and reach the destination faster while Shweta gets stuck in traffic and also isn’t able to find a parking spot easily. These instances throw light on how personal modes of transport aren’t as convenient as we assume them to be.
While the first ad shows an instance of product introduction, the second ad in the series showcases an instance of trial. It’s a special occasion for the father-daughter duo, but Shweta is still stuck at work. Shishir Sharma being the melodramatic dad here seizes the opportunity to emotionally blackmail Shweta. The problem arises when she’s unable to get a rickshaw as she had originally expected.
What will Shweta do? Will she reach on time? This is where she notices a Yulu Zone nearby and the story unfolds from there.