Ola launches #PeekeMatChala campaign against drunken driving

27 Dec,2016

By A Correspondent


In an attempt to discourage drunken driving, Ola, the mobile app-driven transportation platform, launched a ‘#PeekeMatChala’ campaign.


The campaign was flagged off on Christmas Day with a series of “drunk” tweets on Ola’s twitter handle. The aim was to drive home that if drunk tweeting could be so dangerous, then imagine what drunk driving could do.


This was followed by a video by AIB in association with Ola on how best to welcome 2017. The video features a group of friends at a New Years Eve party when one of them announces he’s leaving. Once they realise he plans to drive, they try to stop him, convincing him to book an Ola if he wants to live to see 2017. In reply, he says 2016 was the worst time, what’s to say 2017 will be any better? The rest of the video features a song recounting everything that happened in 2016 and why 2017 will be much better. The friend is convinced and books an Ola home.


Speaking on the initiative, Raghuvesh Sarup, Head of Categories and CMO at Ola said: “This holiday season, we at Ola encourage party-goers to take an Ola instead of driving. Ola’s #Peekematchala campaign has been specially created to encourage people of India to enjoy this holiday season responsibly. We are delighted to be associated with AIB in using a novel way to deliver this message.”


Ola will also have leading Indian celebrities and customers, tweeting their drunken confessions in support of the campaign and looks to reach out to larger numbers and create greater impact through them.


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