From #DrinkNDrive To #MadnessForSure, TaxiForSure Has Come A Long Way In Its Brand Campaigns

A look at the evolving content marketing strategies by taxi aggregator TaxiForSure, where the brand has chosen comedy over satire to drive brand awareness

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Road safety rules are like the alphabets. Yet people at the steering wheel often tend to invent new rules. Ever since the invention of automobiles, the world has been subjected to umpteen social awareness campaigns on road safety and yet the most good that happens is that a few campaigns go on to win awards for creative advertising.

Here is yet another social awareness campaign on road safety that is downright crazy – yes, the campaign is rightly named #MadnessForSure and is being driven by popular RJ and comedian Danish Sait, for taxi aggregating service, TaxiForSure, which was recently acquired by close competitor Ola Cabs for $200 million.

Danish Sait, as the utterly funny ‘Constable Chowriappah’ features in a series of six educative films that are more a dose of madness than awareness about safe driving. But, the constable does manage to make a case for TaxiForsure by highlighting the positive side effects of using TaxiForsure. And it prominently features the #PickNow feature on the TaxiForSure app.

For instance, this one talks about why you should not waste your precious time in parking, because as he puts it, in his brilliant south Indian accent, ‘Taime and aanions, very much in expensive”.

 

This film is a hilarious take on Baba Sehgal’s popular number, ‘Aaja mere gaadi mein bait ja’. It tries to convince you to enjoy a ride in the back seat rather than at the wheel.

 

The videos were pushed through the most popular paid ad option on Twitter, Promoted Tweets. The campaign also got Pinimal Posters to portray how Indians experience #MadnessForSure.

Last November, TaxiForSure launched a #DrinkNDrive campaign, that as the name suggests, was a satirical take on the harm caused by drunk driving. But, it faced some flak and was soon replaced by a safer message issued in the larger interest of people on social media and also to tell them to book TaxiForSure and avoid driving oneself.

In fact, when ‘Good advice in 4 words’ was trending on Twitter, the taxi aggregator tweeted ‘Don’t Drink And Drive’!

Comedy takes on satire

Surely, Constable Chowriappah has weaved in an element of comedy into TaxiForSure’s brand campaigns. The taxi aggregator has managed to create a cool connect with its target group through the use of funny videos and minimal posters, two types of content that are sure to go viral in this socially connected world. Besides, the new character introduced has a lot of potential for future campaigns by the brand.

Promotions for the app’s #PickNow option has been made fun and memorable because of the funny script by Danish. Moreover, the RJ and comedian enjoys a fan following of his own, which adds to the fun quotient of #MadnessForSure. The brand’s evolving content marketing strategies over the times highlights that TaxiForSure is sure taking feedback on its campaigns and coming out with appealing and socially share-worthy messages, a good sign for a new age company with new age consumers.