Bengaluru: redBus, an online bus ticketing platform, has launched ‘The Red Mango Hunt’, a social-first digital campaign that combines India’s love for mangoes with the excitement of travel through an interactive nationwide treasure hunt.
Timed to coincide with the peak mango season, the campaign encourages users to follow clues shared on redBus’ Instagram page, navigate to specific locations on Google Maps, and search for hidden Red Mangoes placed across bus stops, railway stations, transit hubs, and other travel-linked landmarks across the country.
The campaign is designed to tap into the nostalgia associated with India’s favourite summer fruit while creating a digital-first experience that encourages exploration and participation. Over the course of several weeks, redBus will release daily clues on social media, directing participants to specific Google Maps locations. Users must decode the clues, browse location images, and identify the hidden Red Mangoes to qualify for rewards.
Participants who successfully discover all the hidden Red Mangoes stand a chance to win travel vouchers and a year’s worth of free bus travel to some of India’s iconic mango-growing destinations.
A key highlight of the campaign is the participation of Padma Shri awardee and renowned horticulturist Kaleem Ullah Khan, popularly known as the “Mango Man of India.” Featured in a special campaign video filmed at his orchard in Malihabad, Uttar Pradesh, Khan playfully invites users to test their mango knowledge and join the hunt.
Home to more than 350 varieties of mangoes, Khan’s orchard serves as the backdrop for a campaign film that blends humour, culture, and travel, reinforcing the connection between mango season and summer journeys.
Speaking on the campaign, Pallavi Chopra, Chief Marketing Officer, redBus, said, “Mangoes hold a special place in India’s cultural memory, and summer travel often carries the same sense of nostalgia, discovery, and joy. To engage with our key audiences – younger travellers – we purposely created a digital first campaign to ensure it had a wider, pan India appeal, and was in tune with their preferred channels.
With Hunt for the red Mango, we wanted to create a campaign that is playful, participative and deeply rooted in the cultural connection between summer holidays, mangoes and travel. By bringing together Padma Shri Haji Kaleem Ullah Khan, popularly known as The Mango Man, social clues and travel rewards, we are inviting users to rediscover the excitement of the chase.”
The campaign will be supported by a series of digital assets including teaser films, clue-based posts, tutorial videos, and an AI-powered Red Mango character designed to drive engagement and simplify participation.
Beyond digital channels, redBus plans to extend the experience offline through Red Mango installations at select major bus terminals. QR codes at these locations will direct users to the online treasure hunt, while radio contests across key markets will further amplify participation.
Through the initiative, redBus aims to create a culturally relevant engagement platform that combines seasonal trends, travel aspirations, and interactive storytelling. The campaign also reinforces the brand’s broader strategy of building participative, social-first experiences that resonate with younger consumers.
‘The Red Mango Hunt’ will run across redBus’ social media platforms until June 10, 2026. As part of the campaign, users can also avail discounts of up to ₹300 on bookings using the promo code REDHUNT
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