Bangalore: As the IPL fever grips the nation, Rapido, a ride-sharing platform, has launched an electrifying new campaign, promising users a ride in just 5 minutes. Staying true to its tagline “Bike, Auto, Car – Never Too Far”, Rapido is ensuring that cricket fans can travel seamlessly without missing a single moment of the action.
Conceptualized by Lowe Lintas Bangalore, the campaign portrays Rapido as the ultimate go-to ride-hailing friend, always there when needed the most. The first in a two-film series, titled “Bawaal”, uses quirky storytelling to capture those nerve-wracking moments when time is running out, and patience is wearing thin.
Beyond the campaign, Rapido has also unveiled a refreshed brand identity, introducing a sleek new logo that unifies its three services: bikes, autos, and cabs.
Industry Leaders Weigh In on the Campaign
Pawandip Singh, CMO, Rapido, shared his excitement:
“At Rapido, reliability is at the core of everything we do. Our goal was simple – establish Rapido as the preferred ride-hailing choice for Zillenials. With ‘Bawaal,’ we’ve used humorous, relatable storytelling to emphasize the key promise: getting a quick ride when you need it most. The campaign perfectly matches IPL’s high-energy, fast-paced spirit – no delays, no hassles, just dependable rides in 5 minutes flat!”
Kishore Subramanian, COO, Lowe Lintas South, added, “Bike Auto Car. Never Too Far. Rapido!” Never too far really. We felt it because we had tried it. You can’t and won’t choose anything else once you’re hooked onto Rapido. India’s quickest, snappiest, most reliable ride hailing partner. Our latest win, at Lowe Lintas Bangalore. The partnership feels as electric as the campaign. The name suggests speed, but the brand speaks only one thing – Reliability, there in under 5 minutes just like the friend who always has your back.”
Arpan Bhattacharyya, Executive Director & Head of Creative, Lowe Lintas South, remarked, “The Rapido team’s brief to us was crystal clear – establish the fact that you could book a bike taxi, auto or cab in as little as 5 minutes. When looking for parallels, we landed on the idea of friendship. True friends are there when you need them urgently. The films are based on this simple premise and Ramsam and the team at Coconut Films have brought them to life beautifully.”
Rajesh Ramaswamy (Ramsam), Director, Coconut Films, concluded, “When Arpan Bhattacharyya (ED) from Lowe Lintas first narrated these scripts to me I was smiling endlessly. And the first thing I asked him was ‘Is this approved by the client? ‘It is quite unconventional in the advertising space despite being hugely relatable. It was an absolute delight to work with the Rapido and the Lintas team. These scripts are sharp both strategically and creatively. Hoping everyone enjoy these as much as we did.”
The campaign will be released in Hindi, Telugu, Marathi, Tamil, and Bengali across TV, digital, and social platforms.
