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Ola promotes affordability proposition in its new campaign for Ola Micro

23-April-2016
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Ola promotes affordability proposition in its new campaign for Ola Micro

Ola has launched its new TV campaign for Ola Micro, the most affordable ride in town. The humorous multichannel campaign created by Happy Creative Services shows a series of personal moments like a young father with his little son, a boyfriend splurging over his girlfriend and friends' night out with the visuals underscoring the affordability of an Ola Micro at Rs. 6/km as against potentially expensive pursuits with loved ones!

This TVC marks Ola Micro’s success in offering economy AC car rides at Rs 6/km across 42 cities in India. Ola Micro was launched with the aim to make AC cab rides more affordable for millions of Indians, who will potentially experience their first cab rides in this category. Ola Micro is a reliable mobility option at just Rs 6/km with low ETAs (Estimated Time of Arrival) for customers, available in under 5 minutes in most parts of the city.

Raghuvesh Sarup, CMO and Head of Categories, Ola said, “Ola Micro offering an air conditioned ride at just Rs.6/km is ‘Made for India’. The campaign, targeted at young adults and working professionals, is a fun and entertaining take on how, in a world where even a walk with someone you love, can get really expensive; taking a cab ride will not be.”

Kartik Iyer, Co-Founder and CEO, Happy Creative Services said, “Ola has been doing some exciting work in the category, constantly challenging and disrupting as a brand. Micro as a category is an absolute game changer for India. We wanted to bring alive to people the fact that we can end up spending so much more on a normal walk, than we ever will, on a comfortable ride in an Ola Micro.”

The Ola Micro campaign is being run across media with a national as well as a hyper-local approach. With so many cities offering Ola Micro, the communication is partly via mass reach vehicles like TV and Social, addressing the universal benefits of Ola Micro such as availability and affordability, while a hyper-local media at the city and even locality level, reinforces Micro’s relevance in the local language and context using media like print, outdoor and in-community messaging.

You can watch the TVCs here:

Micro Stories: How costly is it to hang out with your buddies?

Micro Stories: How much does it cost to take your kid home?

Micro Stories: Too expensive to take Bae out on a date?

Agency Credit List -

Co-founder and Chief Executive Officer: Kartik Iyer

Co-founder and Chief Creative Officer: Praveen Das

Chief Operating Officer: Siddhartha Roy

Director – Strategic Planning: Ravi Bhat

Associate Creative Directors: Arpana Honap and Vijay Joy

Creative Controller – Art: Sabu CV

Client Services Director: Ameya Lokhande

Group Account Manager: Keshav P.N.

Production Credit List -

Production House: Likeminded People

Director: Piyush Raghani

Executive Producer: Ruchi Mehta

Producer: Puneet Bhatia

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