Happy Creative Services India's campaign for Ola Micro tells why it costs less than walking

Ola.jpgOla, India's most popular mobile app for transportation, has launched its new TV campaign for Ola Micro, the most affordable ride in town. The humourous multichannel campaign created by Happy Creative Services shows a series of personal moments like a young father with his little son, a boyfriend splurging over his girlfriend and friends' night out with the visuals underscoring the affordability of an Ola Micro at Rs. 6/km as against potentially expensive pursuits with loved ones!

VIEW SPOT ONE  (in Hindi)
VIEW SPOT TWO (in Hindi)
Ola 2.jpgThis TVC marks Ola Micro's success in offering economy AC car rides at Rs 6/km across 42 cities in India. Ola Micro was launched with the aim to make AC cab rides more affordable for millions of Indians, who will potentially experience their first cab rides in this category. Ola Micro is a reliable mobility option at just Rs 6/km with low ETAs (Estimated Time of Arrival) for customers, available in under 5 minutes in most parts of the city. This category is a clear example of a solution tailored to suit the needs of the Indian customer who seeks a pocket friendly AC cab ride for regular use or is looking forward to experience a cab ride for the first time, alike.

Raghuvesh Sarup, CMO and Head of Categories at Ola said, "Ola Micro offering an air conditioned ride at just Rs.6/km is 'Made for India'. The campaign, targeted at young adults and working professionals, is a fun and entertaining take on how, in a world where even a walk with someone you love, can get really expensive; taking a cab ride will not be."

Ola 3.jpg"Ola has been doing some exciting work in the category, constantly challenging and disrupting as a brand. Micro as a category is an absolute game changer for India. We wanted to bring alive to people the fact that we can end up spending so much more on a normal walk, than we ever will, on a comfortable ride in an Ola Micro," said Kartik Iyer, Co-Founder and CEO of Happy Creative Services.

The Ola Micro campaign is being run across media with a national as well as a hyper-local approach. With so many cities offering Ola Micro, the communication is partly via mass reach vehicles like TV and Social, addressing the universal benefits of Ola Micro such as availability and affordability, while a hyper-local media at the city and even locality level, reinforces Micro's relevance in the local language and context using media like print, outdoor and in-community messaging.

Credits -
Co-founder and Chief Executive Officer: Kartik Iyer
Co-founder and Chief Creative Officer: Praveen Das
Chief Operating Officer: Siddhartha Roy
Director - Strategic Planning: Ravi Bhat
Associate Creative Directors: Arpana Honap and Vijay Joy
Creative Controller - Art: Sabu CV
Client Services Director: Ameya Lokhande
Group Account Manager: Keshav P.N.
Production Credit List -
Production House: Likeminded People
Director: Piyush Raghani
Executive Producer: Ruchi Mehta
Producer: Puneet Bhatia

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.