20th April 2022: Rapido, a bike-taxi platform, has launched an IPL ad with Bollywood stars Raj Kummar Rao and Jiiva dubbed “Ekdum Aaram Se.” It aims to raise awareness of Rapido’s services among intra-city travellers. The advertisements are intended to improve daily commuting while also raising Rapido’s brand awareness in India.
The most recent commercials feature a film for the Hindi Speaking Market (HSM) starring Rao in Hindi and Bengali, as well as a film for the Non-Hindi Speaking Market (Non-HSM) starring Jiiva in Tamil and Telugu. The commercials were directed by Amar Kaushik and produced by MagixEngage and DreamVaultMedia House, alongside the creative firm Enormous Brands.
For audiences in metros, tier 1 and tier 2 cities, the integrated marketing campaign would be released across platforms such as TV (IPL and Surround), digital, and out-of-home (OOH).
Amar Kaushik directed the commercials, which were created by Magix Engage and Dream Vault Media House. The ads were created by Enormous Brands, a creative agency. The integrated marketing campaign will be broadcast on television, digital, and out-of-home (OOH) for audiences in metros, Tier-I, and Tier-II cities.
“The latest advertising have been developed to establish Rapido as an alternate means of transportation in India,” said Amit Verma, Rapido’s head of marketing. We had an overwhelmingly positive response to our initial campaign, so we’ve launched the next part, which features Rajkummar Rao and Jiiva, two additional fan favourites.”
Rapido’s debut advertisement, which included Bollywood star Ranveer Singh and Telugu actor Allu Arjun, was released in November 2021. Rapido set aside around $20 million for the first IPL campaign, which lasted two months. The majority of it was for television (65%), followed by outdoor (15-18%) and digital plus OTT (which includes not just Disney+ Hotstar but also MX Player and ZEE5).
In 2015, Aravind Sanka, Pavan Guntupalli, and Rishikesh SR co-founded Rapido. It is currently functioning in over 100 cities, with over 15 lakh ‘captains’ registered.
The top eight cities, usually metros, account for over 65 percent of its revenue, followed by state capitals (25-30 percent) and Tier II and III towns (10 per cent). Even though they are not wealthy, they have a strong desire to watch cricket, which is why the company promotes heavily on cricketing properties. In 2021, it will be promoted during the ICC Men’s T20 World Cup and the India-Sri Lanka series.
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