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TaxiForSure's 'madness' reminder

By afaqs! news bureau , afaqs!, Mumbai | In Digital | March 30, 2015
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The taxi aggregator has come out with a digital campaign that asks people to follow traffic rules.

Most brands have realised that a chunk of their audience are on the digital platform. Thus, the best way to reach them is to create campaigns not just on their prefered platform, but also in their choice of language.

Taxi aggregator TaxiForSure has, therefore, come out with a digital campaign to speak to its digital audience. '#MadnessForSure' is an educative and engaging campaign consisting of a series of quirky and humorous videos, featuring popular radio jockey and comedian Danish Sait as 'Constable Chowriappah'. The digital campaign is conceptualised and created by Bluebot Digital, a Bangalore based creative think-tank.

Carl Savio, CCO, Bluebot Digital says "We were briefed on creating a high-level engagement spike for the brand so we decided to create an affable traffic cop that dispenses his own, unique brand of wisdom. Instinctively we felt Chowriappah would be a character the TG would relate to."

TaxiForSure's MadnessForSure campaign

In a funny accent, Sait advises people about safe travels and driving habits. The video also tries to make people aware of the convenience of booking a cab through TaxiForSure's 'Pick Now' option, which is available on the app.

Randeep Rai Singh, chief marketing officer, TaxiForSure, says, "In tune with our brand DNA, we launched this engagement-rich campaign to be able to give our audience a fun-filled experience, while going over a socially relevant message. The campaign has received a tremendous response as it has been able to cut through the clutter and connect with our audience, making them happy for sure!"

The videos feature Constable Chowriappah disseminating knowledge to viewers about parking, asking them to not drink and drive, and follow traffic rules. All the speeches are given in a humorous tone to connect with the youth. The videos have been uploaded on the brand's Facebook page.

According to data shared by the company, the videos have had a total reach of 25.43 lakh and engagement of 1.41 lakh. While 1,500 people have shared these videos, they have been viewed over 2.10 lakh times on the social networking site.

A few months ago, TaxiForSure also released a bunch of humorous TVCs to promote its app.

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