redBus has launched a new brand campaign, ‘Bus Travel Ka Tareeka Badal Raha Hai’, highlighting how technology and evolving travel features are changing the intercity bus travel experience. The campaign uses humour and familiar situations to showcase features that offer travellers greater convenience and choice while planning their journeys.
Designed as a phased campaign, the platform comprises films that explore everyday travel situations through unexpected and entertaining narratives. The first phase features two films focusing on in-bus toilets and flexible boarding and dropping points, with the remaining films scheduled to follow in subsequent phases.
The campaign is built around changing expectations among younger travellers, particularly Gen Z, who seek greater choice, convenience and control over their journeys. It highlights how features such as clearer boarding and dropping point information and the availability of buses with in-bus toilets can help travellers plan their trips around their needs.
The first film focuses on in-bus toilets through the story of a young man having a private phone conversation. The scene takes an unexpected turn when he steps out of what appears to be a regular bathroom, revealing that he has been using an in-bus toilet. He returns to his seat beside his grandfather and exchanges a glance with his girlfriend, who is travelling with her family on the same bus.
The second film highlights flexible boarding and dropping points through a humorous narrative involving a woman seeing off a man from a nearby boarding point. The couple gets some extra time together before his bus departs. However, another bus arrives at the same stop, and a second man gets off to be greeted by the woman with another bouquet of roses, delivering the film’s unexpected twist.
The films will be available across digital platforms, including YouTube, Meta and OTT services, as well as connected TV and regional television in Tamil Nadu, Andhra Pradesh, Telangana and Odisha. The campaign will also run during the India versus West Indies cricket series on JioHotstar.
The films will be translated and transcreated across 10 Indian languages: Hindi, Tamil, Telugu, Kannada, Malayalam, Gujarati, Marathi, Bengali, Odia and Punjabi.
Commenting on the campaign, Pallavi Chopra, Chief Marketing Officer, redBus, said, “The way people experience bus travel has been changing steadily, and we wanted to give that change a simple and memorable creative expression. ‘Bus Travel Ka Tareeka Badal Raha Hai’ is built around the idea that even a practical travel feature can become part of an interesting everyday story. Humour allows us to make these moments engaging and culturally familiar, while helping build a more contemporary conversation around bus travel. As the campaign unfolds in phases, we hope to keep discovering fresh stories around how people travel and the experiences that shape their journeys.”
The campaign will continue to roll out in phases, with additional films exploring more travel features under the ‘Bus Travel Ka Tareeka Badal Raha Hai’ platform.
