Online bus ticketing platform redBus has launched a new ad campaign titled ‘Bass! - Bus Karo, redBus Karo’, aimed at reinforcing its brand as synonymous with bus travel in India. The campaign builds on its long-standing tagline, ‘Bus Yaani redBus’, and plays on the Hindi word “Bas,” commonly used to express finality or frustration, especially in Hindi-speaking regions.
By tapping into everyday language and cultural expressions, the campaign aims to deepen brand recognition and encourage users to associate any reference to bus travel with redBus. Each ad in the series ends with the phrase “Bus yaani redBus,” reinforcing the connection.
The campaign features humorous and exaggerated scenarios to engage viewers while promoting redBus as the go-to solution for online bus bookings. Developed by Leo Burnett, the campaign is airing on high-reach platforms including television, JioCinema’s live IPL streams, and auto branding across key cities.
Speaking about the initiative, Pallavi Chopra, CMO of redBus, said, “The ‘Bass! - Bus Karo, redBus Karo’ campaign is built to create synonymity between redBus and the bus travel category. By using a widely recognized phrase and inserting our brand into common conversation, we aim to make redBus the first and only name that comes to mind when booking bus travel.”
