TaxiForSure is launching its first 360 brand campaign across India on television to promote the ease, affordability, and reliability of booking taxis through their app. The campaign aims to shift customer behavior from advanced booking (48 hours in advance) to booking taxis just minutes before travel using the app's "Pick Now" feature. One television ad features a situation where a man irritates his coworker while waiting for their previously booked taxi. But using the TaxiForSure app, he is able to save his friendship by booking a taxi immediately. The campaign will run on major television networks and channels in India as well as integrate radio and outdoor advertising over its two month period.

2. TaxiForSure : Brand Description
• TaxiForSure is here to make commute convenient for India.
• The brand stands for providing prompt, easy to book and affordable taxis.
• The culture of taking taxis isn’t inherent to India, and we are to change that.
• Having established ourselves in all major cities, we’re expanding to over 50
cities, covering all Indian cities and make them use Taxis.
• Our ecosystem is very conducive to drivers and operators. For them, the brand
TaxiForSure brings income, empowerment, entrepreneurship and respect in
the community.

3. TaxiForSure : The New Story
• This is the first time a radio taxi brand is launching a 360 brand campaign
across India particularly on Television.
• We identified there are several anxieties related to availability and timeliness
of taxi-usage. This campaign addresses them by inducing humour in real-life
situations.
• The campaign is looking to shift the consumer behaviour from advanced
booking (of up to 48 hours before travel) to booking taxis minutes before the
travel.
• With an already competitive pricing and focus on service levels across the
organisation, this campaign will help us promote the usage of taxis for their
ease, affordability and comfort.

4. “We have clocked 3.5 million bookings and are
present in 18 cities. Our customers have given us
positive feedback on the pricing, service levels
and reliability of TaxiForSure. This gave us the
confidence to raise awareness about our services,
so that a lot more people can enjoy them. This
360 degree campaign will help us with the kind of
awareness we aim to create. Most of us may be
in situations like that of Arpan. TaxiForSure wants
to change that and induce taxi-using behaviour,
because now they are more affordable and
reliable than ever before!”
Quote from Aprameya R.
Co-Founder and Director, TaxiForSure

5. Quote from GV Krishnan
Executive Director, Lowe Lintas & Partners
“We are delighted to be handling the communication mandate
for brand Taxiforsure. For us this campaign matters a lot,
especially with all the action in the category and the
opportunity to partner a bold and enterprising client.
Our launch campaign for Taxiforsure stems from a simple
insight - Short commutes are harder than long journeys. The
whole experience is so steeped in anxieties, it often affects our
mood, emotions and even relationships. The new 'Pick Now'
feature from Taxiforsure saves the blushes. This is brought
alive in our creative which was wholeheartedly appreciated
and endorsed by the client in the first go.”

6. Quote from Arun Iyer
National Creative Director, Lowe Lintas & Partners
“Taxiforsure was a fun project. We feel the concept of
don't risk your relationships for a taxi is an insightful
take on the category. Coming to the particular film, this
sort of behavior is prevalent in offices. And we thought it
will connect with everybody. Vishwesh from Corcoise has
done a great job of the execution.”

7. Credits
Creative Agency: Lowe Lintas
Chief Creative Officer: R. Balki
National Creative Director: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Creative Art: Prasad Baggi, Charan Kumar
Creative Copy: Kishore Mohandas, Arpan Bhattacharyya, Devika Srivastava
Business: GVK Krishnan, Anand Narayan, Leena Pirgal
Production house: Corcoise Films
Director: Vishwesh Krishnamoorthy

8. Storyboard
The film opens with Arpan who is
working late in office with another office
friend.
Arpan starts irritating his friend as they
have booked a taxi together.
Our of frustration, Arpan’s friend
imagines what all he could do to torture
Arpan.

9. The TaxiForSure app helps Arpan save
his friendship.
Arpan is happy as he can get a taxi
whenever he wants with the
TaxiForSure App.
Storyboard

10. Still from the Film

11. • TV :
• All major TV channels presence during
prime time.
• TV networks like Star, Zee, Viacom, Sun,
UTV
• We would be present in all key channels
across lifestyle channels, general
entertainment, sports, news, music and
movie channels
• Radio :
• Since it is a 2 month long campaign we
would be integrating radio in a phased out
manner to gather maximum impact
• OOH
• High impact outdoor presence across key
cities
Media Presence