In line with its commitment towards promoting safe driving among its driver partners as well as the community that it is a part of, popular mobile app for transportation Ola launched its campaign ‘#PeekeMatChala’ to discourage drunken driving this holiday season.
The campaign was flagged off on Christmas day with a series of “drunk” tweets on Ola’s twitter handle. The aim was to drive home the point that if drunk tweeting were so dangerous, then imagine what drunk driving could do.
This was followed by a video by All India Bakchod (AIB), in association with Ola, on how best to welcome 2017. The video features a group of friends at a New Year’s Eve party when one of them announces that he’s leaving. Once the group realizes that he plans to drive, they try to stop him, convincing him to book an Ola if he wants to live to see 2017. In reply, he says 2016 was the worst time; what’s to say 2017 will be any better? The rest of the video features a song recounting everything that happened in 2016 and why 2017 will be much better. The friend is convinced and books an Ola home.
Speaking on the initiative, Raghuvesh Sarup, Head of Categories and CMO at Ola, said, “This holiday season, we at Ola encourage partygoers to take an Ola instead of driving. Ola’s #PeekeMatChala campaign has been specially created to encourage people of India to enjoy this holiday season responsibly. We are delighted to be associated with AIB in using a novel way to deliver this message.”
Ola will also have leading Indian celebrities and customers tweeting their drunken confessions in support of the campaign. It also looks to reach out to larger numbers and create greater impact through them.
In the past, Ola has shown commitment to similar causes. Recently, in Delhi, Ola partnered with the Hauz Khas Village Association to encourage patrons and visitors of leading pubs and bars in Hauz Khas Village to take a safe and specially discounted Ola cab ride after a night out with friends. Additionally, on last New Year’s Eve, Ola deployed more than 500 shuttles to ferry over 10,000 people to their homes from popular hotspots around Delhi NCR. In Bangalore, too, Ola recently launched a campaign at Church Street Social where they installed the first of a thousand breathalyzers outside the pub to encourage citizens to check their alcohol levels before making the decision to drive. They have also partnered with SABMiller on a similar initiative called ‘Respect the Road’.