Leveraging spiking interest in cricket as the IPL 2022 moves into full gear, the first week of April saw Brihanmumbai Electric Supply and Transport (BEST) and the Chalo App roll out an Indian campaign featuring cricket legend Sachin Tendulkar and actor Anil Kapoor to highlight its digital features.
Led by a pair of spots, the ‘Pudhe Chala’ campaign was conceptualised and created by agency Siriti and directed by Abhinay Deo and ran in both Hindi and Marathi. The ads showcase the bus service’s new digital services: including digital ticket booking and route maps on mobile devices via the Chalo app.
The films, which both dropped across television and digital channels on 7 April, see Tendulkar and Kapoor nostalgically narrate their BEST bus journeys.
“The BEST brand is a source of great pride for Mumbai. In this city of dreams, so many famous personalities have relied on buses in their earlier days. We wanted to make honest films capturing these stories,” explained Chalo Co-Founder and Chief Marketing Officer Dhruv Chopra. “Sachin Tendulkar and Anil Kapoor, perhaps the most iconic Mumbaikars, graciously agreed to tell their stories when we approached them. They narrated their actual bus stories from which the scripts were written. Sachin’s daily bus ride to cricket practice, and Anil’s Kapoor’s trips to auditions. Connecting this to Pudhe Chala – a phrase you simply cannot miss while travelling on a Mumbai bus – the message for the audience is simple: the bus helped them get to where they are, and now the bus service itself is moving forward with Chalo. This is truly a work borne out of sheer love for the city, and a dream to help Mumbaikars travel better so we can all go further – Pudhe Chala!”
Siriti Co-Founder Sohan Shah added: “During one of our early meetings at Lokesh Chandra’s (general manager, BEST), I recall reflecting on our personal journey with BEST, and that’s when the sound of ‘Pudhe Chala’ (move forward) came flooding back…I could almost hear it ringing in my ear all over again. At that moment, it became clear that we had to use this phrase as our launch platform. Once Sachin Tendulkar and Anil Kapoor came on board, we came up with scripts that celebrated their journey with BEST. These scripts were further refined by Pradyumna Chauhan, our creative consultant, Abhinay Deo, director at RDP and by the celebrities, who added their personal touch. It became a collective effort, with our respect for BEST at the heart of it all.”
https://www.bestundertaking.com/in
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