RedBus rides on Allu Arjun’s mass appeal as travel resumes post-Covid

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Online bus ticketing platform redBus is one among the world’s largest online bus ticketing platforms that has transformed bus pass bringing ease and convenience to scores of people that travel using buses.

The brand has extended a full-fledged 360-degree integrated marketing campaign across TV, cinema, digital, social media, OOH platforms, and also the redBus app, with Allu Arjun, that pivots on the narrative of “Travel sort of a King”.

The campaign highlights the benefits of booking bus seats on redBus as against offline or traditional booking systems that provide little control over the selection of bus, seat, or ticket pricing, further emphasizing that those who go by redBus are the “Asli Rajas” or “Real Kings”. In an exclusive conversation with Adgully for his or her column Talking Insights, Pallavi Chopra, Senior VP, Brand, and Head of selling, redBus, elaborated on the campaign strategy, and the way the narrative has been kept simple and simply relatable to the audiences, and more.

What’s the target of your new TVC for Redbus featuring Allu Arjun? Who are you targeting with this communication? Our new TVC featuring our new brand ambassador, Allu Arjun, is aimed toward encouraging and setting the context for intercity bus travel this summer. Travel is resuming in a very big way after a protracted hiatus and our campaign showcases how travelers can travel sort of a king if they like better to travel with redBus.

As a longtime enterprise within the bus transport sector, redBus is at the forefront of the industry’s return to normalcy after the pandemic and is bringing in Allu Arjun to draw the eye of travelers to the brand and therefore the sector as an entire, riding on his popularity as a sensation among the masses. redBus is targeting all intercity bus travelers in India with this campaign.

How will he connect with the national audience and what brand qualities does he must be the proper brand suited redbus? Allu Arjun’s popularity today isn’t just within the South, but across every a part of the country as he has witnessed manifold growth in his fan base over the previous few months, due to his blockbuster, ‘Pushpa’. Social media is abuzz together with his dialogues and moves being imitated and recreated, not just within the South, but across the country.

We firmly believe that folks will strongly relate to the icon star as he’s already a sensation outside of his traditional strongholds. His image resonates strongly therewith of the redBus brand and its TG as he commands appeal from a really wide base of audience, cutting across categories and age groups.

Allu Arjun was also the brand ambassador for 2 years from April 2017 and has worked o.k. for us, with our research also indicating a robust association between him and therefore the brand among our audiences, which led us to believe strongly during this association.

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