Rapido, this IPL season, has launched a campaign titled, Captains Of Tomorrow, trying to reclaim every gully. The video passes through the streets of real India, featuring people of all ages-children, teenagers, adults-engaged in gully cricket as Rapido Captains navigate through them easily to make their users arrive safely and on time at their location.
The film released on Rapido’s social media platforms, conceptualized by Rapido and created by Magix Engage, depicts the creativity of India’s gully cricket tournament scene. It depicts the young boys getting ready for the tournament between the residential buildings and waiting for the captain to appear.
It goes on to establish how Rapido assures that the team’s captain makes it to the ground in time to begin the match by bringing the young boy along the quickest possible path, making it possible for joy and action to erupt. The jingle, Rap Rap Rapido performed in a street hip-hop style, runs through the action in the film.
Amit Verma, Head of Marketing, Rapido, announced the campaign, saying, that ” Love for gully cricket flows through all the country and we wanted to emphasize how Rapido is also now the part of the gully environment. The film plays on the enthusiasm of cricket and rap music among the youth in the country; both have their origins in the community of Gully. We like to show that Rapido has conquered the Indian Gullies with the convenience in which it moves through any gully, like gully cricket. Rapido is the ideal mobility partner to take you from your gully to your destination with its easy availability, comfort and affordability.”
The campaign also will have two different-campaigns running on the social media platform of the business in parallel with an emphasis on Gully Stars and Gully Cricket Rules. Gully Stars is a tribute to legends like MS Dhoni, Hardik Pandya, to name a few, who began their journey from the difficult point. The rules of Gully Cricket are a take on the rules that we have grown up playing within the gullies.
In line with the IPL schedule, Rapido will change the colour of its bike phantom in the app from September 19 to November 10 to show the teams that play the match every day. For example, when a client opens the app that during the match between DC and CSK, where DC bats first, for the first 90 minutes, the user will see the bike phantom in-app in DC colours and then turn to CSK colour.
