New Delhi: Bike taxi platform, Rapido on Wednesday announced the launch of its new digital marketing campaign #NoStressSawari highlighting the struggles commuters face while traveling to work daily in a train, bus, or shared auto.

The campaign consists of three short films, each 20-second-long which show protagonists preparing for their daily commute struggle. One of them is seen practicing the bus-aasan yoga, while the other two are shown playing musical chairs to increase their agility when the time comes to grab that seat on the metro/local train or a shared auto. It is an analogy-driven concept to show the perils of everyday commute using a humorous tone, to show people that there is an alternative convenient mode of transportation available - Rapido.

The campaign urges people to re-think their choice of commute and the need to adjust in public transport when they have an alternative. The films show the compromises and the many adjustments one makes while traveling, when they could have easily driven home using the more convenient solution – Rapido Bike Taxi.  

Rapido, head of marketing, Amit Verma said, “The idea of adjusting for everything has become an Indian norm. Everyday commuters go through harrowing experiences from waiting in line for hours for the next auto or bus to traveling in unhygienic conditions in the local trains. With #NoStressSawari, we want to make commuters aware of the many benefits of availing a bike taxi like convenience, safety, affordability, and navigating quickly through traffic. Our campaign urges people to choose their daily commute smartly, where the seat is theirs alone. We aim to provide safe and affordable transport to people who don’t want to struggle daily to commute and avoid crowded modes of transportation.”

The campaign and storyline were conceptualised in-house, the script was written by Enormous Brands and brought to life by Magixengage.

Rapido has announced a $20 million budget for this year’s bullish focus on its marketing efforts. With commuters going back to work and in need of a convenient commute option that is safe and affordable, Rapido plans to bring awareness to Bike Taxi’s benefits as a commute option. The idea is to let people know that the bike taxi offers one of the most convenient, and affordable transportation options in the current times compared to the public transportation options available, it said in a statement.