BENGALURU: Taxi aggregator and technology company, TaxiForSure, recently launched a 360 degree campaign under the creative direction of Lowe Lintas and Partners executive director GV Krishnan. The campaign will be spread across two months panning TV, OOH, print, radio and online. Industry sources say that the company would be spending between Rs 12 to 20 crore during this phase towards media, advertising and marketing.
The campaign includes a 45 second TVC with the theme ‘Bachao’ (save) based on a TaxiForSure created character named Arpan. The TVC shows how TaxiForSure makes it possible for Apran to save his friendship with his office colleagues. The TVC is in Hindi and Tamil and will be aired across Hindi movie, music, lifestyle, business and news channels, including regional channels in versions ranging from 45 seconds to smaller durations.
TaxiForSure co-founder and director Aprameya Radhakrishna said, “Our customers have given us positive feedback on the pricing, service levels and reliability. This gave us the confidence to launch a 360 degree campaign that will help us take our services to a lot more people. TaxiForSure wants to change the customer mind set by getting taxis to be a part of their everyday life and choose TaxisForSure given its affordability and reliability.”
The company also formally launched a new category of Tata Nano taxis in Bengaluru city last week. The move could be seen as a unique one in the Indian transportation industry so far, making in-city taxi travel even more convenient and affordable.
TaxiForSure co-founders marked the launch of the service by flagging off company branded Tata Nano cars. The service has been launched with 100 Nanos in Bengaluru and will be expanded to other Indian cities in the coming weeks say, industry sources.
Besides TaxiForSure’s other class of vehicles services, the Nano service will be available exclusively on the TaxiForSure app and mobile site in the ‘Pick Now’ option, which makes a cab available in minutes.
TaxiForSure co-founder Raghunandan G said, “We are thrilled to announce our new Nano category that offers a great city-driving proposition. We are seeing great traction across 14 cities and we recently completed 3.5 million trips. The aggressive growth that the taxi industry is seeing requires innovative ways to bring more cars onto the road. Tata Nano is a well-loved consumer brand that is perfectly suited for city travel with its small footprint and zippy commute. It is also light on the pockets of our driver partners, who can now become entrepreneurs much more easily. With a brand-new design, well-trained drivers and an intuitive app experience, our customers will be wowed with the Nano.”
TaxiForSure estimates the current size of the taxi market at about Rs 50,000 crore, of which only about Rs 2500 to 3000 crore is organised, and hence, sees potential for tremendous growth in this segment.