Fight pollution everyday – Ola’s latest #FarakPadtaHai campaign continues to resonate with India
23rd October 2017: With its latest digital campaign ‘#BigFestivalSmallStep’, Ola, India’s most popular mobile app for transportation, continues its focus on making a difference against India’s ever-increasing pollution problem. Third in the #FarakPadtaHai series, Ola launched its latest film on Diwali, which highlighted the continued efforts citizens are required to put-in to solve the issue of pollution and traffic congestion. With more and more people taking cognizance of pollution around festival time, Ola’s latest campaign is seeking to keep the conversation around rising pollution and decreasing air quality alive throughout the year and not just during the festive days. While many small steps can help curb pollution, the company reiterates switching to shared rides and greener commuting as one small step towards making a big difference.
Much like the previous two films and TVC launched under #FarakPadtaHai, this latest one too received great support and appreciation on various social media platform; so much so that popular celebrities like Tapsee Pannu, Konkana Sen, R. Madhavan, Gul Panag, Soha Ali Khan and Boman Irani took notice of the campaign and encouraged their followers to put in continued efforts in fighting vehicular pollution and congestion.
“Through #FarakPadtaHai campaign, we have been rolling out multiple online and offline activities in various cities to drive the message of shared mobility home. A solution like Ola Share is poised to solve the growing issues of traffic congestion and vehicular pollution and hence, it is important for us to ensure that more and more people are made aware of the benefits of shared mobility and take that crucial first step in that direction. On Diwali, the campaign continued with a video, that asked people to take a small step on this big festival – Designed in the typography style, the video questioned the rise in concern over pollution during Diwali and urged people to keep the concern on – all 365 days of the year.” said Mudit Shekhawat, Senior Director, Marketing at Ola.
Ola flagged off a year-long campaign titled #FarakPadtaHai on World Environment Day, 5th June 2017 to create awareness around shared mobility in the country. The company launched a much-acclaimed TVC on the same during Independence Day. This new social film is the latest addition in multiple online and offline activities rolled out by Ola under the campaign.
Social media trends indicate that there is a visible spike in conversations around pollution during Diwali which usually dies down after the festival. With this campaign, Ola advocates citizens to keep this sentiment alive throughout the year, and with it, the resolve against pollution on a daily basis.
Ola’s integrated #FarakPadtaHai campaign has seen great reception, both qualitatively and on the business. Other than television, the recently released TVC became very popular on social media as well. The success of Ola’s campaign has also been due to multiple initiatives coming together under the same umbrella starting from Virender Sehwag flagging off the campaign, to their initiatives with City Traffic Police departments, activations across colleges, corporate parks and metro rail stations and continuous engagement through their social channels.
Full video script:
BOOM CRACK Noise Pollution BANG
Crackers Smog Ban Choke
Cough Complain
And it goes on again!
The same words, every year, year on year
This Diwali, light up or don’t. That is not for us to say
Celebrate the day, but don’t get swayed
Coz Diwali will come and go, but pollution will stay
It’s not what you do on one day, but today, tomorrow, every day
So, let’s take a small step on this BIG festive day
Let’s turn green in not just one but every way
Take the metro, take the bus, take the train
Share your ride, share a cab,
Because ride-sharing can help pave the way
Not just today, tomorrow, every single day
Take a small step on this big day
#FarakPadtaHai #BigFestivalSmallStep
About Ola:
Founded in Jan 2011 by IIT Bombay alumni Bhavish Aggarwal and Ankit Bhati, Ola (formerly Olacabs), is India’s most popular mobile app for personal transportation. Ola integrates city transportation for customers and driver partners onto a mobile technology platform ensuring convenient, transparent and quick service fulfilment. Ola is committed to its mission of building mobility for a billion people. Using the Ola mobile app, users across 110 cities can book from over 800,000 vehicles across cabs, auto-rickshaws and taxis. Ola has also introduced a range of shared mobility services on its platform like Ola Shuttle and Ola Share for commute and ride-sharing respectively. The app is available on Windows, Android and iOS platforms. Please visit www.olacabs.com/media for more information.