As the IPL fever takes over India, Rapido, the popular ride-sharing platform, has launched a high-energy campaign that promises users a ride in just 5 minutes, ensuring they never miss out on any of the cricket action.
The campaign, which aligns perfectly with the fast-paced excitement of IPL, emphasizes Rapido’s tagline: “Bike, Auto, Car – Never Too Far”. It’s all about providing seamless, quick, and reliable rides, making it the go-to choice for cricket fans in a rush.
Rapido’s latest campaign, “Bawaal”, captures the essence of those nail-biting moments when time is running out, and every second counts. Through quirky and relatable storytelling, the campaign positions Rapido as that trusted friend who always has your back when you need a ride – fast and hassle-free. The campaign is the first in a two-film series, focusing on the urgency and frustration that comes with waiting for rides during peak moments, especially during the IPL.
The light-hearted, humorous approach of the ad series connects with viewers by showing how Rapido quickly steps in during these crucial moments, offering reliable rides without any delays. With this campaign, Rapido continues to build its brand as the ultimate solution for speedy and dependable transportation.
Alongside the new campaign, Rapido has also unveiled a refreshed brand identity that includes a sleek, modern logo to represent its three main services: bike taxis, autos, and cars. This new visual identity unifies Rapido’s offerings, reinforcing the idea that no matter how you choose to travel, Rapido is the fastest and most reliable option.
The excitement surrounding the campaign is palpable. Pawandip Singh, CMO of Rapido, shared his thoughts on the campaign:
“At Rapido, we pride ourselves on our reliability. With ‘Bawaal’, we wanted to emphasize that Rapido is the perfect ride-hailing service for the Zillennial generation – always ready when you need a quick ride. The IPL’s high-energy environment aligns perfectly with our promise of fast, no-hassle rides. You won’t wait long with Rapido, and you’ll always get to your destination on time.”
Kishore Subramanian, COO of Lowe Lintas South, also weighed in, highlighting Rapido’s unique appeal:
“‘Bike Auto Car. Never Too Far.’ is not just a tagline; it’s a promise. After experiencing Rapido’s speed and reliability first-hand, it’s clear that the platform is the quickest and most reliable ride-hailing partner in India. This partnership with Rapido has been electric, and the campaign perfectly embodies their core values of speed and dependability.”
Arpan Bhattacharyya, Executive Director & Head of Creative at Lowe Lintas South, added that the creative process was rooted in a simple but effective idea:
“When Rapido briefed us, the goal was clear – create an ad that shows how quickly users can access a ride, whether it’s by bike, auto, or cab. We decided to focus on the idea of friendship because, just like a true friend, Rapido is there when you need it the most. It’s all about those urgent moments when every second counts, and Rapido delivers, just like a friend who has your back.”
Directed by Rajesh Ramaswamy (Ramsam) of Coconut Films, the “Bawaal” campaign takes a fresh and unconventional approach to advertising. According to Ramsam, the scripts immediately resonated with him:
“When Arpan first shared the scripts, I couldn’t stop smiling. The concept was unique yet so relatable. Despite being unconventional, it’s spot-on in terms of timing and emotional connection. The entire team at Rapido and Lowe Lintas truly nailed the campaign.”
The “Bawaal” series will be launched in multiple languages, including Hindi, Telugu, Marathi, Tamil, and Bengali. It will be available across TV, digital, and social media platforms, ensuring it reaches a wide audience during the IPL season.
With the IPL in full swing, cricket fans can now enjoy every moment of the game without worrying about transportation delays. Whether it’s catching the action at the stadium or heading to a friend’s place for a watch party, Rapido’s 5-minute ride guarantee ensures that users can get where they need to be in a flash.
This campaign is a clear indication of Rapido’s commitment to becoming the go-to platform for fast, reliable, and stress-free transportation in India. So, if you’re heading out to watch the IPL or need a quick ride during the busy season, Rapido is there to get you to your destination in under 5 minutes – making sure you never miss a beat.
