Mumbai: Creative agency STOM Productions has conceptualised and produced a new integrated campaign for RedTaxi as the mobility platform expands its portfolio beyond cab services to include auto and bike rides. The campaign seeks to unify the three offerings under a single brand identity rather than market them individually.
Built around the Tamil phrase, “Cab. Auto. Bike-na… RedTaxi dhan,” meaning “For cabs, autos or bikes, it has to be RedTaxi,” the campaign is designed to reinforce RedTaxi as a one-stop mobility brand. By using humour, music and familiar workplace interactions, the film aims to make the company’s expanded service portfolio more memorable for consumers.
According to STOM Productions, the creative strategy centred on developing a single, easy-to-recall brand message instead of highlighting the features of each service separately. The campaign relies on rhythm, repetition and relatable storytelling to position RedTaxi as the default choice for everyday commuting, irrespective of the mode of transport.
Set in an IT workplace, the campaign draws on everyday office conversations and situations to deliver the brand message organically. The production incorporates rhythm not only through its soundtrack but also in its screenplay, dialogue delivery and pacing, creating a narrative-driven commercial rather than a conventional product-focused advertisement.
The campaign is currently airing on television across Tamil Nadu and marks another collaboration between STOM Productions and RedTaxi, following earlier campaigns developed by the creative agency for the mobility platform.
Commenting on the campaign, Keerthivas K, Manager, Branding & Offline Marketing at RedTaxi, said, “This campaign was important for us because it brought our complete mobility ecosystem under one clear and memorable brand message. After the success of our previous campaign, partnering with STOM Productions again was an easy decision. They have a deep understanding of our brand, our audience, and how we communicate. Sarah Thomas’ creative vision, along with the team’s commitment at every stage of production, helped create a campaign that’s connecting strongly with our audience and delivering a great response.”
Explaining the creative approach, Mahesh Karunakara, Creative Producer and Writer at STOM Productions, said: “How do you launch three mobility services without asking audiences to remember three different messages? That question shaped our creative approach from the very beginning. The brief wasn’t simply to communicate three services; it was to simplify a growing business into one clear brand thought. We wanted the audience to experience the campaign rather than process information. Every creative decision, from the screenplay to the music and performances, was driven by one objective: to make RedTaxi feel like the natural choice for everyday mobility.”
The campaign reflects the ongoing collaboration between STOM Productions and RedTaxi, with both companies focusing on building a unified brand narrative as the mobility platform broadens its service offerings. The firms said their long-standing partnership has enabled them to develop campaigns that combine strategic brand positioning with creative storytelling.
Credit list:
Brand: Red Taxi
Production House: STOM Productions
Concept & Script: Mahesh Karunakara, Sarah Thomas
Director: Sarah Thomas
Producer: Mahesh Karunakara
DOP: Raghav Adithya
Music Directors: Harish Venkat, Prashanth Techo (Madley Blues)
Editor : Vicky Guruswamy
