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Namma Yatri aimed to build brand awareness, ensuring people think of them first for taxis. EMB executed a BTL activation plan, placing ads on cabs to increase visibility.
Namma Yatri sought to create strong brand awareness and visibility in the competitive taxi market. Their goal was to ensure that when people thought of taxis, Namma Yatri was the first brand that came to mind. To achieve this, they needed a grassroots strategy that would leverage existing taxi networks to spread their brand message effectively and create a strong association between Namma Yatri and the taxi industry in the minds of the public.
Cab Poster Campaign
EMB placed Namma Yatri posters on cabs across the city, turning the vehicles into mobile billboards that effectively reached a large, diverse audience.
Incentive for Drivers
Drivers were rewarded with freebies in exchange for ad space on their cabs, increasing participation and ensuring widespread brand promotion.
Localized Targeting
The campaign targeted high-traffic areas and strategic locations, ensuring that Namma Yatri’s brand was visible to commuters and potential customers.
Widespread Activation
EMB executed the activation plan city-wide, ensuring that the brand gained consistent exposure across all major routes and areas of the city.
EMB’s BTL activation strategy enhanced Namma Yatri’s brand visibility and created strong associations between the brand and taxis in the minds of consumers.
The campaign increased brand visibility by 59.4%, with ads on cabs making Namma Yatri a recognized name among commuters across the city.
Driver participation grew by 83.5%, as incentives and freebies encouraged more drivers to display Namma Yatri posters on their cabs.
The activation strategy improved brand recall by 47%, ensuring that when people think of taxis, Namma Yatri is top-of-mind for their transportation needs.
Conclusion
EMB’s BTL activation plan successfully enhanced Namma Yatri’s brand visibility and created strong associations with the taxi industry. By turning cabs into mobile billboards and offering incentives to drivers, the campaign boosted visibility by 59.4% and increased brand recall by 47%. This comprehensive approach helped Namma Yatri establish itself as a recognized name in the competitive taxi market.
