RedBus in its latest digital-led campaign #journeyfordreams says travelling is now safe. It has been conceptualized by McCannl.The campaign is aimed at bringing back the optimism for bus travel as the nation traverses its path to the new normal.
RedBus, an Indian online bus ticket booking platform has come up with a new campaign highlighting the measures that it is taking to make sure that passengers can travel safely during the coronavirus pandemic. The campaign portrays a beautiful father-daughter story. RedBus had launched ‘Safety+’, which is a special certification for the bus operators who follow all the needful safety and sanitization protocols. All buses and the operators with a Safety+ tag next to their listing on the desktop platform or redBus app, have started strict measures marked by redBus, to ensure the safety of the customers.
The nationwide lockdown has not only brought our lives to a standstill but also our dreams and aspirations for the future have been paused. As a brand, RedBus’s work is all about enabling journeys and connections. Through this campaign, the brand restores the confidence of travellers, that they can still move ahead during these tough times, as the brand tries to ensure safety during the journey. According to the company “As a brand, we understand that the best way to handle and operate through this crisis is to enable safe travel, thereby creating a sense of optimism as we move towards the new normal”.
Speaking on the release of the campaign, Pallavi Chopra, the Vice President, and Head of Marketing, RedBus, said, “As a facilitator of journeys, it has been our fixed struggle or rather aim to help travelers reach their destinations in the safest and easiest way possible, especially in the present situations. The coming of COVID-19 pandemic has not just disturbed the business of establishments, but also the dreams and aims of millions of individuals out there, who are desiring to travel in search of their goals. We thus imagined a subject or rather a scenario that echoed with households across the country so as to shape the campaign. The result is a very strong and emotional narrative around one of those important journeys in life, shoot through the love and concern between a father and daughter, to bring home the message of #journeyfordreams.”
The ad captures a young lady who has made the decision to step out in order to pursue her career but is faced with the dilemma of informing her father of her decision to travel, given the present circumstance, resulting in a fuss with her parents. The daughter is then able to convince her concerned father to allow her to travel, by showing him the safety measures introduced in buses by redBus, which satisfies him. The ad-film is set to take board extensively on digital and social media, including, Facebook, YouTube, and Instagram, apart from e-mails and other push notifications.