Only Much Louder (OML), a full-service creative and entertainment business network, in collaboration with Flipkart UPI, has launched a campaign that offers auto rickshaw rides in Bengaluru for just Re 1.
The initiative commenced on September 20, 2024, and is also part of Flipkart’s Big Billion Days which kicked off yesterday, September 26th, 2024.
As per the agency, 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 traffic and the preference among auto rickshaw drivers for cash payments, OML developed a comprehensive 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 incentivize its utilisation, riders were offered up to Rs 11 cashback on all UPI transactions, effectively promoting the adoption of digital payments for everyday transactions.
The campaign kicked off with an outdoor advertising blitz, featuring banners and witty copy strategically placed across key locations in Bengaluru. Further the agency stated that its execution and tactics led to the campaign gaining traction, trending at number 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 Re 1 auto rickshaw rides. Within an 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 solved daily commuting challenges while highlighting the ease and practicality of digital payments with Flipkart UPI, as per the agency.
Click here to watch the campaign-
Speaking about the development, Pankaj Malani, SVP, Revenue, OML, said, “Navigating Bengaluru’s traffic during peak hours while finding auto rickshaws that accept digital payments can often feel like winning the lottery. Recognizing 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.”
