Mumbai: Bike-taxi platform Rapido has extended its spree with the launch of its new IPL campaign called #EkdumAaramSe with actors Rajkummar Rao and Jiiva. Post the uber success of the first phase of the star-studded campaign, the second phase focuses on imparting awareness among intra-city travelers on Rapido’s services that are low-priced, quick and comfortable. The ads aim to improve daily commuting and enhance Rapido’s brand awareness in India.

The latest ads showcase a film each for Hindi speaking market (HSM) in Hindi and Bengali and non-Hindi speaking market (non-HSM) featuring Jiiva in Tamil and Telugu. The entertaining and engaging ads have been directed by Amar Kaushik and produced by MagixEngage and DreamVaultMedia House, with Enormous Brands as creative agency.

The integrated marketing campaign would be released across channels such as TV (IPL and surround), digital, OOH, for audiences in metros, tier 1 and 2 cities.

“We received an overwhelming response for our first campaign and have launched the next phase featuring two more crowd favorites – Rajkummar Rao and Jiiva. We will keep the momentum going by launching further phases during the IPL," said Rapido marketing head Amit Verma. "With two new teams introduced this season, the competition is expected to become more intense and, thus, will generate higher viewership than usual.”