Mumbai: Only Much Louder (OML), a market-leading, full-service creative and entertainment business network, has looked to elevate urban commuting through a campaign that offers auto rickshaw rides in Bengaluru for Rs. 1.
The initiative, which commenced on 20 September, launched in collaboration with Flipkart UPI, is part of the Big Billion Days which kicked off on 26 September, 2024.
At the core of this campaign is the endeavour to simplify digital payments while alleviating the daily challenges faced by commuters during peak hours. The initiative aligns with Flipkart’s broader strategy towards customer-centricity by integrating its offerings into daily life aimed at positively influencing digital experiences for its user base.
Recognising the challenges posed by Bengaluru’s congested traffic and t\he common preference among auto rickshaw drivers for cash payments, OML developed a strategy to support Flipkart UPI in bridging this gap. The campaign was strategically launched across the city during peak office hours, where local auto-rickshaws were equipped with Flipkart’s UPI payment system. To incentivise its utilisation, riders were offered up to Rs. 11 cashback on all UPI transactions, effectively promoting the adoption of digital payments for everyday transactions.
Pankaj Malani, senior VP, revenue Only Much Louder said, “Navigating Bengaluru’s traffic during peak hours while finding auto rickshaws that accept digital payments can often feel like winning the lottery. Recognising this need, we collaborated with Flipkart to ideate and craft this campaign by leveraging the platform’s UPI payment feature to showcase how Flipkart UPI enhances everyday experiences for commuters.”
The campaign kicked off with an outdoor advertising blitz, featuring banners and witty copy strategically placed across key locations in Bengaluru. OML said that its execution and tactics led to the campaign quickly gaining traction, trending at #2 on X (formerly known as Twitter) and attracting the attention of several influencers who helped amplify the excitement across social media.
This activity translated into a high volume of commuters taking advantage of the ₹1 auto rickshaw rides. Within a span of one hour, several rides were booked, reflecting how the initiative addressed two common issues: the difficulty of finding auto-rickshaws during peak office hours and the hassle of carrying cash. This campaign effectively solved daily commuting challenges while highlighting the ease and practicality of digital payments with Flipkart UPI.
