redBus’ new ad campaign goes beyond booking, Marketing & Advertising News, ET BrandEquity

A still from the adredBus, the online bus ticketing platform has announced the launch of a new ad campaign, highlighting redBus app features which go beyond traditional bus bookings. Directed by Gautham Vasudev Menon—the man behind the magic of Minnale, Rehna Hai Tere Dil Mein.

The campaign stars comedian and social media creator Nirmal Pillai, alongside young actress Samyuktha Vishwanathan, known for her roles in Chari 111, Oh Manapenne and the music video Katchi Sera.

This campaign aims to highlight the advanced features that set redBus apart from conventional bus booking services. By integrating live bus tracking, ratings and reviews, free date change, women’s funnel, seat selection, wake up alarm, choice of boarding point, multiple discount options and choice of bus operators, redBus is committed to enhancing travel experiences.

Director Gautham Vasudev Menon brings his cinematic vision to these ads, crafting engaging narratives that resonate with audiences. The festive TV and digital campaign will further reflect redBus’s drive for innovation and customer satisfaction, the brand stated in a press note.

Executed by Leo Burnett India, the ad series takes viewers on a journey with a young couple as they make their journey and time together even more seamless, memorable and enjoyable with the help of redBus’s diverse features.

Through engaging scenarios, the ads highlight how the redBus app’s live tracking, free date changes, and other functionalities offer practical solutions and peace of mind for travelers. The ad has been released in Tamil, Telugu, Kannada, Malayalam and soon in Hindi.

The ad series features Nirmal and Samyuktha as a young couple who use redBus’ features to make their journey more fun and memorable. The series highlights how redBus’s innovative features, like live tracking, ratings, and price benefits offer practical solutions and peace of mind, enhancing the overall travel experience. This is the first in a series of films on this subject.
In this film, viewers are introduced to a heart-warming scene at a café; Samyuktha hears the bus approaching and expresses concern about missing it. Nirmal reassures her in a romantic gesture, revealing that he has tracked the bus using the redBus app. The ad highlights the live tracking feature, emphasizing how redBus ensures users are always informed and at ease.
The ad opens with Samyuktha waiting by a bus stop with her suitcase. Nirmal eventually joins her and presents a brand-new cushion as a surprise for her. He suggests that while they might not find comfortable seats, this cushion will provide some relief. Samyuktha then reveals that by checking ratings and reviews on the redBus app, they can book a bus with clean and comfortable seats. The ad highlights the ratings and reviews feature of the redBus app, showcasing its value in ensuring a quality travel experience.
The film opens at a bustling bus stand with Nirmal playfully massaging Samyuktha’s shoulders. Nirmal jokes about the challenge of securing a last-minute discount to which Samyuktha points out that with redBus, discounts for last-minute bookings, new users, early birds, and return trips are readily available.

Director Menon, said “Travel is an integral part of new-age relationships. Young couples discover a lot about each other when traveling together. That’s what makes the stories feel so real.”

On the occasion of the launch, Pallavi Chopra, chief marketing officer, redBus, said, “The ad series is strategically crafted to engage our southern Indian audiences, especially the youth. We see that a large chunk of redBus users are aged 25 years or younger and we want to inform these digital first youngsters that redBus offers multiple features beyond bus booking which can make their travel experience so easy and hassle-free. Also, casting both male and female leads reflects our demographics where women are making up a significant and growing segment of consumer base.”

“Keeping this demographic in mind, we crafted a very fun and banter-filled script, which also showcased our superior products which differentiate redBus and have helped us become one of the largest players in this sector. This positioning reflected in the campaign tagline – ‘Bus yaane redBus’” she added.

Pravin Sutar, national creative director, Leo Burnett said, “The brand’s vision, our story, and GVM’s unmatched ability to tell romantic tales have come together to tell a fuzzy, light-hearted, chuckle some journey of a couple and how our brand plays the catalyst in their love story.”

The campaign reflects on Mygate’s journey from pioneering community management solutions to now empowering individual homeowners, offering intelligent and convenient ways to elevate their everyday lives.

• Published On Sep 17, 2024 at 03:00 PM IST

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