RedBus has launched a new set of films under its Maharashtra-focused campaign, ‘Majhi Bus, Manjhe RedBus’, introducing the creative route ‘Aai Shappath’ to capture everyday travel behaviour across the state.
Timed with the peak summer travel season, the campaign leverages humour and culturally rooted storytelling to position the platform as a convenient and accessible choice for intercity journeys. Built around a widely used Marathi expression that conveys honesty and emphasis, ‘Aai Shappath’ is used as a recurring narrative device across four films to deliver a distinctive and memorable brand message.
Each film is set in familiar travel contexts such as buses, bus stands and ticket booking points, before transitioning into demonstrations of key platform features. These include booking in Marathi, free bus date changes, access to bus photos and ratings, and in-app discounts, all aimed at enhancing flexibility and informed decision-making for travellers.
A consistent visual motif across the films sees the protagonist’s exclamation of “Aai Shappath” trigger an unexpected appearance of the mother figure, adding a layer of humour while reinforcing cultural authenticity and recall.
Pallavi Chopra, Chief Marketing Officer, redBus commented: “redBus’s regionification-led approach brings everyday travel stories to life in a way that feels local and authentic, shaped by language, culture, and everyday interactions. Our Aai Shappath ad campaign highlights key aspects of our offerings, including bus ratings and photos, value-led pricing, flexibility, and regional language access, making bus travel more relevant and accessible for users across Maharashtra. Intercity travel across Maharashtra is driven by frequent, everyday journeys, often shaped by spontaneity and familiarity. With this campaign, we are tapping into this behaviour to reflect how people actually plan and experience travel across the state.”
The campaign will be rolled out across Marathi television channels, alongside digital platforms including YouTube, Instagram and JioHotstar, as RedBus continues to strengthen its regional engagement strategy.
