Group 9 - Daddy Cool

31019 Monisha S

31036 Sahana G

31039 Sathish Kumar N

31048 Vasu Dev N

31053 Sivaramalingam S

31083 Karthibbun S

31123 Deva Kumaran C K

TAXI FOR SURE – #MADNESSFORCRICKET

• Taxi aggregator company

• Radio taxi and cab booking services based in Banglore

• Founders – Raghunandan and Arpameya Radhakrishnan

• Started in June 2011 in Banglore

• Expanded to Chennai and Delhi in 2013

• Number of locations – 36 cities

• Parent – OlaCabs

ABOUT TAXI FOR SURE …

OBJECTIVE

• To improve brand presence in the market

• To promote the brand and grow the customer base during the IPL season 8

STRATEGY OF THE CAMPAIGN

• The entire campaign depended upon a series of contests on Twitter using the hashtag #MadnessforCricket.

• The fans had to tell their #MadnessForCricket and share it through the Facebook page or Twitter Handle

• Two winners would be selected who can bowl over Gautam Bhimani (Cricket commentator, Star Sports), will get a chance to challenge him on a one-on-one quiz. They can ask him anything in cricket and he will answer. If they manage to stump him, the winner will win an exciting TaxiForSure voucher.

• To increase engagement in the campaign, the videos of the two winners engaging with Gautam Bhimani were also shared across Twitter

WHY TWITTER?

•8000 followers on Twitter page

•Maximum engagement on Twitter platform

•Gautham Bhimani – 29,000 followers on Twitter

KEY CREATIVES OF THE CAMPAIGN

TARGET AUDIENCE

• Cricket fans and enthusiasts

• Core proposition of the brand – “Young, fun and humorous”

DURATION

• IPL Season 8

WHAT WORKED IN THE CAMPAIGN?

• The “Cricket” theme of the campaign was appropriate to take the campaign to everyone especially during the season of IPL.

• The main focus of the campaign was Twitter as the brand realized that the maximum engagement was from that platform only.

• The cricket commentator, Gautum Bhimani also encouraged the users to participate and get a chance to meet him in person for a quiz.

• The brand was able to create a buzz for the campaign as well as the brand.

IN THE WORDS OF THE CMO …

THANK YOU!