RAPIDO CASE - STUDY campaign - "GO OHH WITH RAPIDO "
RAPIDO
CASE - STUDY
Founded in 2015, the company operates in over 75 cities across the country, but has run into legal troubles in several places.
Rapido is India’s first and fastest-growing Bike taxi app with a whopping 25 Million+ app downloads.
Company is now running operations in more than 100 cities.
Campaign – ‘Go Ohh With Rapido’
Company – Rapido
Rapido is an Indian online bike taxi aggregator and logistics service provider based out of Bangalore, India.
In 2019, Rapido co-founder Aravind Sanka claimed that the company has created more than 500,000 jobs in India.
In November 2019, the company claimed to have 1 crore registered users.
History-
The company was founded in 2015 as the Karrier by two IIT alumni and a PESU alumni – Aravind Sanka, Pavan Guntupalli, and SR Rishikesh.
In September 2018, reports were that Rapido has over 15,000 registered riders, with average rides of 30,000 per day.
Among those who have stakes in Rapido are Hero MotoCorp chairman Pawan Munjal and former Google India head Rajan Anandan.
In 2019, Rapido co-founder Aravind Sanka claimed that the company has created more than 500,000 jobs in India.
In November 2019, the company claimed to have 1 crore registered users.
After the breakout of COVID-19 pandemic, Rapido expanded its operations in logistics, providing hyperlocal delivery for local businesses and e-commerce companies.
In October 2020, Rapido launched on-demand auto rickshaw hailing services in 14 cities.
BUSINESS
MODEL-
Business model-
The Rapido app allows the user to book a ride, after which a rider (called "Captain") arrives at the location.
The fare includes a base fare of ₹15 in addition to ₹3 for every kilometer of the ride.
The "Captains" need to register through the Rapido-Captain app and get validated by submitting the required documents.
They can use motorcycles, scooters, or e-bikes, but the vehicle cannot be older than 2010.
OBECTIVE
He shared that the main objectives of this campaign are to reinforce the brand positioning while increasing awareness among NANT and ANT and making Bike Taxi synonymous with Rapido.
objective is to increase the awareness about the many advantages that a bike taxi ride provides.
‘Go Ohh With Rapido’ is our initiative to urge viewers to choose an efficient way for everyday commuting.
We hope that commuters no longer wait for long hours for their commute or feel the need to haggle with drivers to reach their destination and simply book a ride that makes them reach their destination, in the most efficient and safe manner,"
PROBLEM
STATEMENT
Company has observed that the current commute system is very time consuming, whether it is waiting for a public transport or cabs.
Taking a daily cab ride becomes too expensive and users are not completely comfortable with public commutes, especially due to the ongoing pandemic cases.
In such a scenario, riding a bike taxi addresses these issues.
Users have to deal with minimal touch points and the ride comes quickly to ensure you reach your destination on time."
CAMPAIGN
FINANCIAL
Campaign Financial
"The marketing budget for this campaign was Rs 40 crore, including media and production.
Company has earmarked $20 million for marketing in FY22 to gain new users, spread brand awareness and grow transactions by 100%,
CAMPAIGN
ADVT STORY-
Advt- Agency - Created by Enormous Brands
CAMPAIGN ADVT STORY-
film highlights the fact that with Rapido, the swiftness and convenience will leave customers so pleasantly shocked, that they will let out a ‘hairaani waala ohh’.
In the first case, a young man at the end of his patience waiting for the public transport to arrive, books a Rapido bike service, that arrives in two minutes,
which does not only make him but everyone standing at the stop, ‘Go Ohh With Rapido’ and at its accessibility.
The second use case shows a woman getting out of the metro and availing an already available Rapido, making her ‘Go Ohh With Rapido’ and its availability.
The third use case is Rapido helping an employee, who is late for office, reach the office 10 minutes earlier, making the employee and the office security guard and colleagues ‘Go Ohh With Rapido’ and the convenience it provides while travelling through traffic.
The fourth use case showcases a husband reaching home from office on time and at an affordable rate that makes the couple ‘Go Ohh With Rapido’.
360 DEGREE COMPAIGN-
Rapido engaged in a 360-degree brand campaign across geographies, covering radio, TV, digital, social media and outdoor for the first time and aims to highlight the various use cases where Rapido Captains come to the rescue to solve the commute woes of customers.
Target market –
With everyday commuters looking for a safe and affordable option to commute to work in every city
CONCLUSION
Bike taxi platform, Rapido has announced the launch of its new 360-degree marketing campaign ‘Go Ohh With Rapido’, that highlights the benefits of using the Rapido service, especially if you are a peak hour traveller.
The campaign aims at increasing awareness about the bike taxi category in India while making synonymous with Rapido.
The idea of providing everyone a dependable commute option that was not only accessible and convenient but also affordable and safe is what prompted the campaign.
LEGAL
ISSUES
Legal issues
Rapido has run into legal troubles in various cities.
In October 2018, several bikes were seized in Coimbatore as Rapido was operating without a permit from the transport department.
In July 2019, Madras High Court banned Rapido's operations across Tamil Nadu,
while Rapido iOS application was removed from the App Store for violating local laws.
In August 2019, the court lifted the ban and allowed the company to resume services in the state until the state government framed new regulations for bike taxi services.
