Meru Cabs unveils first nationwide ad campaign

10 Feb,2015

By A Correspondent


Meru Cabs has launched its first nationwide thematic marketing campaign with the tagline ‘Ab Haath Na Hilao, Bas App Dabao’ highlighting how Meru continues to offer reliable travel experience now delivered via Meru Cabs App.


The new ad campaign is based on the universal insight that the most common way commuter’s find a cab is by wildly flailing one’s hands which tends to be very stressful experience. The campaign brings to the fore how travelling by Meru Cabs reduces the physical and mental stress by giving commuters a comfortable ride and peace-of-mind. The new TVC will be seen across general entertainment and news channels.


Meru Cab’s new campaign has been conceptualized, created and executed by Apostrophe Films Pvt. Ltd. The new ATL campaign will be supported with a radio, social media and outdoor campaign with ad creatives on 1300 Meru cabs across Mumbai, Delhi, Hyderabad, Bangalore, Chennai & Jaipur.


Commenting on the launch of Meru’s first ad campaign, Rathin Lahiri CMO, Meru Cabs said, “As pioneers in the radio cabs industry, Meru was the first player to address barriers in the category to providing consumers a reliable travel experience. Realizing the everyday challenges commuters face by having to haplessly waving their hands, Meru strives to own this universal insight by highlighting the stress free and reliable journey consumers can get through the Meru cabs app.”


Commenting on the creative insight of the campaign, Ashish Khanzanchi, Managing Partner, Enormous said “Since the idea was a flapping the hand, we decided to give the commercial a strict economy of movement. Almost static frames with the protagonist staring at the camera, so the effect of waving the hand would be isolated and amplified. This in turn also gives the Meru Cabs commercial a quirky and memorable execution.”


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