redBus has rolled out its ‘Aai Shappath’ campaign as part of its Maharashtra-focused platform ‘Majhi Bus, Manjhe redBus’, positioning itself around everyday intercity travel use cases across the state.
The campaign has coincided with the summer travel period and has focused on frequent, short-distance journeys driven by routine and familiarity. It has highlighted platform features such as booking in Marathi, free bus date changes, bus photos and ratings, and in-app discounts aimed at improving accessibility and decision-making for users.
The campaign has been executed through four ad films built around the colloquial Marathi phrase ‘Aai Shappath’, commonly used to emphasise honesty in everyday conversations. The films have used humour and culturally contextual storytelling to connect with local audiences while demonstrating product features.
Each film has been set in familiar travel environments such as buses, bus stands, and booking points, and has transitioned into feature-led demonstrations. A recurring visual element has shown a character’s mother appearing during the phrase “Aai Shappath,” reinforcing the cultural reference while adding a consistent storytelling device across films.
The campaign has emphasised inclusivity and accessibility by showcasing how different traveller needs are addressed through features like regional language booking, flexible ticketing, and ratings-led discovery.
The rollout has included Marathi television channels and digital platforms such as YouTube, Instagram, and OTT platforms including JioHotstar.
“redBus’ regionification-led approach brings everyday travel stories to life in a way that feels local and authentic, shaped by language, culture, and everyday interactions. Our Aai Shappath ad campaign highlights key aspects of our offerings, including bus ratings and photos, value-led pricing, flexibility, and regional language access, making bus travel more relevant and accessible for users across Maharashtra. Intercity travel across Maharashtra is driven by frequent, everyday journeys, often shaped by spontaneity and familiarity. With this campaign, we are tapping into this behaviour to reflect how people actually plan and experience travel across the state.” — Pallavi Chopra, Chief Marketing Officer, redBus
