redBus, an online bus ticketing platform, has launched the first of its kind Primo brand campaign which harnesses generative AI to create hyper-customised ads for 300 plus of its top rated operators. This campaign has used GenAI for video and audio customisation in eight languages – Hindi, Tamil, Malayalam, Telugu, Gujarati, Marathi, Bengali and Kannada.
redBus has created personalised brand videos for 300 plus operators and AI algorithms have been used to produce audio and visual content. GenAI has also been used to create multiple versions of a video using voice cloning, realistic audio alterations with text to speech technology. These efforts will support redBus’ ongoing Primo campaign, a loyalty program to empower 300 plus small and medium bus owners and operators to improve revenue and brand recall, as per the brand.
The Primo program creates awareness about redBus’ bus operators who guarantee best in class standards in safety and reliability for customers. These initiatives are meant to help level the playing field for top rated smaller bus operators to compete in a crowded market. This is especially important for small and medium-sized operators with fewer than 50 buses who may not have the resources to run such initiatives independently.
Operators can share these videos across their own social media platforms, allowing them to engage with a broader audience and showcase their commitment to quality service and build a stronger brand presence. Each of the over 300 distinct ads features the name of Primo Bus Operator both in audio and video. The videos feature the name and pictures of each operator.
The redBus Primo ad opens by featuring the customised logo of the bus operator and begins with a poetic narration which compares Primo bus operators to stars who shine on the roads, burning the midnight oil to ensure every journey starts on time, and ensuring customers have a memorable trip. The visuals depict operators preparing their buses against scenic landscapes at sunrise or sunset, emphasizing their dedication and unwavering effort.
The ad highlights the effort and dedication of Primo bus operators showcasing the behind-the-scenes work that ensures smooth and enjoyable travel for countless passengers. It captures the work of these unsung heroes, emphasizing the care and commitment they put into making journeys seamless and memorable.
The ad portrays how bus operators play a crucial role in helping people achieve their dreams or reunite with their loved ones. Passengers are shown enjoying their journeys, arriving safely and comfortably at their destinations, reinforcing the warmth and connection that travel brings. The ad encourages viewers to plan their next trip with Primo operators for a seamless, premium, and enjoyable journey.
Each video is tailored to the specific operator and includes the following customisations:
- Operator Board Name displayed at the start of the video.
- Operator Name next to the Primo logo watermark throughout the video.
- Operator Name highlighted on the “Top Operators” screen.
- Operator’s Photo and their name displayed prominently in the video.
- Voice AI technology calling out the operator’s name for an added personal touch.
- A person holding a phone
Watch the ad here:
Pallavi Chopra, CMO, redBus, said, “The conception of Primo was our decision to create better and more effective communication about our top operators, to help give them an edge in a crowded market. In these videos, we ensured that the operators are the heroes of their own stories, an essential step to humanise the Primo brand. The campaign is also in line with our region-specific strategy – we’ve successfully used AI to ensure mass customisation – an oxymoron, but that’s the amazing feat we’ve achieved! We expect these personalized videos will elevate operators’ business.”
Creative Credits:
Agency: redBus’ in house creative agency “The Fuel”
Head of Creative and Creative lead: Ananda Sen; Soubhik Ray
Brand lead and brand team: Vikesh Jain; Rashi Gupta
Production House: Ashwath Ram Films
Director: Ashwath
DOP: Cherrin Paul
Producer: Preshith Bhagatt
