TaxiForSure : Brand Description

• TaxiForSure is here to make commute convenient for India.

• The brand stands for providing prompt, easy to book and affordable taxis.

• The culture of taking taxis isn’t inherent to India, and we are to change that.

• Having established ourselves in all major cities, we’re expanding to over 50 cities, covering all Indian cities and make them use Taxis.

• Our ecosystem is very conducive to drivers and operators. For them, the brand TaxiForSure brings income, empowerment, entrepreneurship and respect in the community.

TaxiForSure : The New Story

• This is the first time a radio taxi brand is launching a 360 brand campaign across India particularly on Television.

• We identified there are several anxieties related to availability and timeliness of taxi-usage. This campaign addresses them by inducing humour in real-life situations.

• The campaign is looking to shift the consumer behaviour from advanced booking (of up to 48 hours before travel) to booking taxis minutes before the travel.

• With an already competitive pricing and focus on service levels across the organisation, this campaign will help us promote the usage of taxis for their ease, affordability and comfort.

“We have clocked 3.5 million bookings and are present in 18 cities. Our customers have given us positive feedback on the pricing, service levels and reliability of TaxiForSure. This gave us the confidence to raise awareness about our services, so that a lot more people can enjoy them. This 360 degree campaign will help us with the kind of awareness we aim to create. Most of us may be in situations like that of Arpan. TaxiForSure wants to change that and induce taxi-using behaviour, because now they are more affordable and reliable than ever before!”

Quote from Aprameya R. Co-Founder and Director, TaxiForSure

Quote from GV Krishnan Executive Director, Lowe Lintas & Partners

“We are delighted to be handling the communication mandate for brand Taxiforsure. For us this campaign matters a lot, especially with all the action in the category and the opportunity to partner a bold and enterprising client.

Our launch campaign for Taxiforsure stems from a simple insight - Short commutes are harder than long journeys. The whole experience is so steeped in anxieties, it often affects our mood, emotions and even relationships. The new 'Pick Now' feature from Taxiforsure saves the blushes. This is brought alive in our creative which was wholeheartedly appreciated and endorsed by the client in the first go.”

Quote from Arun Iyer National Creative Director, Lowe Lintas & Partners

“Taxiforsure was a fun project. We feel the concept of don't risk your relationships for a taxi is an insightful take on the category. Coming to the particular film, this sort of behavior is prevalent in offices. And we thought it will connect with everybody. Vishwesh from Corcoise has done a great job of the execution.”

Credits

Creative Agency: Lowe Lintas

Chief Creative Officer: R. Balki

National Creative Director: Arun Iyer

Executive Creative Director: Rajesh Ramaswamy

Creative Art: Prasad Baggi, Charan Kumar

Creative Copy: Kishore Mohandas, Arpan Bhattacharyya, Devika Srivastava

Business: GVK Krishnan, Anand Narayan, Leena Pirgal

Production house: Corcoise Films

Director: Vishwesh Krishnamoorthy

Storyboard

The film opens with Arpan who is working late in office with another office friend.

Arpan starts irritating his friend as they have booked a taxi together.

Our of frustration, Arpan’s friend imagines what all he could do to torture Arpan.

The TaxiForSure app helps Arpan save his friendship.

Arpan is happy as he can get a taxi whenever he wants with the TaxiForSure App.

Storyboard

Still from the Film

• TV : • All major TV channels presence during

prime time.

• TV networks like Star, Zee, Viacom, Sun, UTV

• We would be present in all key channels across lifestyle channels, general entertainment, sports, news, music and movie channels

• Radio : • Since it is a 2 month long campaign we

would be integrating radio in a phased out manner to gather maximum impact

• OOH • High impact outdoor presence across key

cities

Media Presence