Cashing in on the IPL frenzy, ride-sharing platform, Rapido, has launched a new campaign 'Bike, Auto, Car, never too far’ to highlight its 5-minute ride guarantee. Crafted by Lowe Lintas Bangalore, the campaign showcases the brand as a reliable, go-to friend. Simultaneously, Rapido is also unveiling its new logo, a sleek symbol uniting its trifecta of services - bikes, autos, and cabs.
The 'Bike, Auto, Car, never too far’ campaign comprises two films that will be rolled out in Hindi, Telugu, Marathi, Tamil, and Bengali across TV, digital, and social platforms. It kicks off with the ‘Bawaal’ ad film which uses quirky storytelling to capture moments that are highly relatable for the target audience; when time is running out, and patience is thin. The film reinforces the brand’s promise of reliability and promptness.
Commenting on the campaign, Pawandip Singh, CMO of Rapido, said, "At Rapido, the assurance of reliability is at the heart of everything we do. Our goal was simple – make sure we bring out Rapido as the go-to choice for Zillenials in the ride-hailing sector. With ‘Bawaal,’ through quirky storytelling we portray the key payoff of getting quick rides when you need them the most. Perfectly aligned with the high-energy, fast-paced spirit of IPL. No delays, no hassles — just dependable rides in 5 minutes flat!"
Kishore Subramanian, COO, Lowe Lintas South, added, “Bike Auto Car. Never Too Far. Rapido!” Never too far really. We felt it because we had tried it. You can’t and won’t choose anything else once you’re hooked onto Rapido. India’s quickest, snappiest, most reliable ride hailing partner. Our latest win, at Lowe Lintas Bangalore. The partnership feels as electric as the campaign. The name suggests speed, but the brand speaks only one thing – Reliability, there in under 5 minutes just like the friend who always has your back.”
Arpan Bhattacharyya - Executive Director & Head of Creative Lowe Lintas South, remarked, “The Rapido team’s brief to us was crystal clear - establish the fact that you could book a bike taxi, auto or cab in as little as 5 minutes. When looking for parallels, we landed on the idea of friendship. True friends are there when you need them urgently. The films are based on this simple premise and Ramsam and the team at Coconut Films have brought them to life beautifully.”
