After a multi agency pitch, online bus ticket-booking site redBus.in has awarded its media duties to Maxus. The other agencies in the fray for the account were Mindshare, Mudra Max, Madison and ZenithOptimedia.
The media plan will focus on television, print, out of home and radio. While 50 per cent of the spends will go to television, the remaining portion will be divided among the other three media.
The digital part of the promotions will be handled by the in house team of redBus.
Speaking about the media plan, L K Gupta, CMO, redBus.in, says, "Our marketing and advertising efforts will aim to attract people towards online booking of luxury bus travel. This is a genre expansion exercise."
The website has already started its campaign and recently launched three television commercials that were conceptualised and created by Lowe Lintas & Partners. The advertising will be focused on South and West India, where the Bengaluru-based redBus first turned its attention, and where luxury bus travel is well developed. The campaign will run for two months and is aimed to coincide with the vacation season.
Sanchayeeta Verma, general manager, Maxus South, says, "redBus is a highly reputed name in the travel space. We are excited with this win and believe our role is to help our clients navigate and maximise the opportunities of change in an always-on, fully digitised media world. And, we're looking forward to partnering redBus in its exciting journey towards exponential growth."
Bengaluru-based Pilani Soft Labs (PSL), which owns redBus.in, was set up in 2006 with the backing of three investors - SeedFund, Inventus Capital and Helion Venture Partners. The company has presence in 24 states with 26 offices and is associated with more than 1,000 operators.